Your Fitness Club: #LIVEFIT - Gym Advertising Campaign

Brand: Your Fitness Club

Advert title(s): #LIVEFIT

Advertising Agency: Pushkaraj S Shirke, Mumbai, India

Agency website: http://www.pushkarajsshirke.com

Creative Director, Copywriter and Photographer: Pushkaraj S Shirke

Art Director: Pushkaraj S Shirke

Pushkaraj S Shirke

Design: Surabhi Cholkar

Published: October 2014

Rationale:
Everyone who comes to Your Fitness Club is not an athlete or a professional bodybuilder - most of them are people like you and me, simple people with common lives, who want something more out of life - which makes it their reason to come to the gym and put in that effort to #LIVEFIT so that they can pursue their passion and live the life they want.

5 Fitness: Student Offer Poster

Illustration & Art direction: Pushkaraj S Shirke
Design: Rohit Bagawe
Client: 5 Fitness Club

The un-agency advertising life:
At work today, i'm indulging in some illustration for a new ad. This is where I love my work - there are no borders to it. In an agency, i always had to choose between being copy or art or production or planning - which is why i finally had to break out. Now i do all the things i good at and all the things i love - both. From writing to developing strategy to shooting to illustrating to painting to training. I get to do it all and enjoy it too 

5 Fitness Club - Poster Campaign

Client: 5 Fitness Club, Pune - K11 Fitness Academy
Category: Fitness, Gym, Services
Concept: Arshad Shaikh
Photography, Copy & Creative Direction: Pushkaraj S Shirke
Jr. Designers: Rohit Bagawe & Surabhi Cholkar

Olympus Binoculars

Derby Guide Print Ad

Nature Magazine Print Ad

Client: Olympus

Copy: Pushkaraj Shirke

Art: Santosh Gaikwad and Pramod Maharana

FILA - Brand Positioning Campaign

When I started my first independent, self discovery project, I took up one of my favourite sports brands (besides ADIDAS) and wondered how could I position it differently from all the other sports goods in the market.

Looking into my own life, as a child and as an adult, i couldnt help noticing how therapeutic sports have been to me. And to so many others around me. For most people who indulge in sports it is not just for the sport - but for a sort of recreation, relief, to sometimes get beyond the mundane and feel more 'Alive' than usual.
That's where it struck me. FILA- It's Sport for Life!
Crossed it, cleared it, refined it to FILA - Sport. For Life.

The campaign I created for communicating the thought is this:







Despite the passage of time, this work continues to be one of my favourites. Maybe its because it was my first attempt at Advertising as such. Or maybe because it speaks my mind truly. And what I truly think about sports. Funny thing is, I actually saw the same line on a FILA ad a few months later. And all I could do I smile and feel all happy within.
Needless to say, this was pretty much the campaign that got me my first job. The process of learning had just yet begun.
:)

Powerman - The 15 minute aphrodisiac

Q. How do you convey that your product is a fast action aphrodisiac to a labour class audience without actually mentioning so?
A. When in Truck ka Dhabas, think like Truck wallahs do!





Client: Powerman (15 min aphrodisiac)
Creative team: Pushkaraj Shirke, pankaj Kharode, Burzin Mehta, Madhavi Prabhu.

Oral CDx 360 campaign - RX Award of Excellence Winner.

Client: Oral CDx (Oral cancer detection tool)
Creative team: Burzin Mehta, Pushkaraj Shirke, pankaj Kharode, Mamta Jadhav, Madhavi Prabhu.

This one would actually need a long discussion to explain how it all came about. But to cut a long story short we simplified a grave task such as detecting oral cancer to one so small as SPOTTING A SPOT.
What were the results? We literally saved approximately 300 lives in the very first month of this launch.

Not surprisingly, the campaign won the RX Award of Excellence.

ITC Welcom Weekends Poster

Copy: Pushkaraj Shirke
Art: Pankaj Kharode

Johnson and Johnson - Operation Safety

Client: Johnson and Johnson
Creative team: Pushkaraj Shirke, Pankaj Kharode

These posters were done for a Johnson and Johnson campaign. The programme aimed at educating hospitals about the importance of hygenic maintenance of surgical instruments.
This campaign was voted the second best among all Johnson and Johnson campaigns worldwide.

MERCK-Flexijoints : My award winning poster campaign

Client: FlexiJoints (Merck)
Creative team: Pushkaraj Shirke, Pankaj Kharode, Madhavi Prabhu and Burzin Mehta.

These posters started off as ideas while teaching my cousins about joints and levers with examples of common machinery. The treatment that my art partner, Pankaj Kharode and art head - Madhavi Prabhu brought to the idea, was absoultely brilliant.

Copywise, what initially began as a verbose paragraph was reduced to just one powerful sentence thanks to my creative director, teacher and boss - Burzin Mehta.

These pieces went on to win THE GLOBAL AWARD of the New York Advertising Festivals...
AND the RX Awards - Silver.