Those who work in advertising and marketing know the branding power of a celebrity endorsement. Anytime someone with a passionate following of loyal fans puts his or her name behind a product, popular appeal immediately skyrockets within that group, if not beyond it, sometimes even regardless of merit.
When a celebrity decides to use his or her platform to launch a product, a similar appeal exists, although the two are not tantamount. The perceived link between the product and that celebrity’s reputation is much stronger, thus making the move more audacious in nature. As the saying goes, fortune favors the bold, and Shilpa Shetty Kundra is surely that proves true in her case. Kundra is launching a new fitness app, according to a recent article from Mashable India.
Story author Aakash Jhaveri detailed the app features, writing:
Shilpa Shetty Kundra is probably the most recognisable face when it comes to celebrity fitness in India. Her range of videos on Yoga are very well known, and now, she is taking them to the next level with what seems like one of the most wholesome health and fitness apps around.
It came from a place of passion. People have suddenly woken up to become aware of their health in the last two years, and I’m trying to spread awareness around it.
The Shilpa Shetty app has more than 15 different programs to choose from, based on a person’s fitness goals. These include 21-Day Weight Loss Program, Post-Pregnancy Weight Loss Program, Daily Yoga Routine, Office Yoga Routine and Flat Belly Program, amongst others. Not just that, each of them will be personalised based on your level of fitness, frequency of workouts and even based on your physiology. Eventually, she plans on having customised workout plans based on every individual’s needs and targets by taking their height, weight and lifestyle patterns into consideration. …
“70% of health is about proper nutrition, and just 30% is about the exercise regime”, she explains. The SS app, along with that aforementioned 200+ hours of video content, also offers detailed nutrition plans for every meal throughout the day, along with recipes and their nutritional breakdown and specific advantages. All of them have been designed by experts keeping the Indian market in mind for the ingredients, and yes, there are vegetarian options too!
The Shilpa Shetty app pulls out all stops by even including a smart Offline Mode, which identifies unstable internet connections and will by default, take you to the saved video gallery. So no matter what, even if you are travelling or if your gym is in a basement with no cellular reception, nothing will act as a hindrance between you and your exercise.
Kundra’s reputation as an industry expert should help entice intrigued consumers give it a try, but it also could take a slight hit if users don’t stick with it. Fortune also has a way of high-quality products, so the proof will be evident in just a matter of time.
To read Jhaveri’s full writeup, click here.