Health and wellness startup Cure.Fit has signed on actor Hrithik Roshan as brand ambassador in what is touted as one of the largest endorsement deal signed by an Indian startup.
The Rs 100 crore deal would include Hrithik’s equity stakes in the company in lieu of cash investment, promotions and royalty from his very own brand HRX’s specialised workout plans. The plans will be introduced across cult fitness centers of Cure.fit.
Working as an integrated platform, the app contains three verticals – cult.fit for physical fitness, eat.fit for healthy and nutritive food intake guidance, and mind.fit for mental wellness offerings. It provides scientifically-tested assistance to help users think, sleep, eat and work out better.
“The idea behind this workout is to help people move better, faster and feel athletic by progressing gradually. Since its introduction the response to the HRX Workout (at Cult fitness centers) has been welcoming with an ever increasing roster of participants. We are delighted with this initial response and it also gives us great confidence to look at reaching out to newer markets and further the HRX vision through this partnership,” told Hrithik Roshan to the source ET.
This is not the only time when a high-profile actor has linked with a startup. Earlier Shahrukh Khan and Amir Khan were signed with BigBasket and Snapdeal in the year 2015. The cost of promoting the company on social media can range from Rs 2.5 lakh per tweet to as high as Rs 2.5 crore depending on the popularity of the actor.
“His involvement with Cure.fit will be multi-fold and we will soon launch do-it- yourself format for the HRX workout. He will also be promoting Cure.fit’s philosophy of a healthy lifestyle,” said Mukesh Bansal, co-founder of Cure.fit.