There was a time when fitness in Bollywood meant crash diets before film shoots and the occasional gym pap moment. But in 2025, health is no longer a side hustle. It’s the headline. And leading that revolution? A pack of chiselled, charming, tech-strapped Indian celebs who are not just looking fit, they’re tracking it, wearing it, and selling it to us.
Welcome to the era of wearable swagger, where the latest wristwear is smarter than your ex, and brands are battling it out with a new metric: celebrity cool-quotient. From fitness freaks to unlikely wellness champions, India’s top stars are now lending not just their faces, but also their Fitbits and fasting windows to health-tech companies. And, it’s a competition.
“In India, few things resonate more universally than cricket. Cricketers reach across states, languages, and lifestyles, making them ideal choices for national appeal. But popularity alone isn’t enough. The ambassador must live and breathe wellness. Their fitness habits must be visible, disciplined, and consistent,” says Nirav Hemani, Co-Founder, Aabo. The Aabo Smart Ring is a health and fitness tracker designed to provide a comprehensive overview of your well-being through advanced monitoring capabilities.
So, who’s leading the pack? Who’s the fittest? Who's the most relatable? And how are brands deciding who gets to be their health-tech poster child?
Gabit x Ranbir Kapoor: The Reluctant Hero of Habit
Ranbir Kapoor may have built a career playing man-child characters, but in real life, he’s all about that disciplined dad-core energy now. When Gabit, a wellness habit-forming platform, launched its wearable tracker, it didn’t pick a six-pack-flexing fitness model. Instead, they chose Ranbir — a new dad, a method actor, and someone who’s grown up in the limelight without ever flaunting his body.
"Ranbir Kapoor brings a rare blend of charm, authenticity and mainstream appeal, which makes him perfect for Gabit. He’s relatable, thoughtful, and isn’t trying to portray perfection. That’s exactly what Gabit stands for – real people trying to get healthier, without guilt or pressure. We wanted someone who feels like a friend. And that’s Ranbir." says Gaurav Gupta, Founder & CEO, Gabit.
It’s refreshingly un-glamorous, and very Gen-Z. Because let’s be honest, habit-building is the new abs. "We chose Ranbir not to sell dreams, but to show the human side of health." says Gaurav Gupta.
Garmin x Milind Soman: The Ageless Greek God
Now, if Ranbir is the ‘everyman’ ambassador, Milind Soman is the Olympus of the Indian fitness scene. The man is 59, runs barefoot marathons, and still manages to look like a sculpted god. Garmin, known for its performance-driven wearables, needed a brand face that screamed endurance, discipline, and adventure. Milind ticked every box.
Milind isn’t just another brand ambassador, he lives it. Needless to say, he holds the Limca Book of Records for running 1,500 kilometres and competing in Ironman and Ultrarun.
Because this isn’t just about looking good in a tank top. It's about heart-rate variability, VO2 max, and next-gen sleep cycles.
GOQii x Akshay Kumar: Discipline in a Smartband
Of course, you can’t talk health and not mention Akshay Kumar. The OG fitness patriot, Akshay has been waking up at 4 AM and skipping sugar since before it was cool. So, it was no surprise when GOQii roped him in as not just a brand ambassador, but also an investor.
The brand, which combines wearable devices with virtual coaching, is all about lifestyle transformation. And Akshay is practically the poster child of no-nonsense wellness.
The real charm, though, lies in how Akshay brings a "desi dad" energy to tech. He’s the guy who’ll lecture you on sleeping early, but also log his hydration on an app. It’s the perfect bridge between tradition and tech.
Ultrahuman x Shreyas Iyer: Cricket Meets Cool Tech
From the timeless to the trendy, Ultrahuman is the new-age biohacking brand that’s pushing Indian fitness into Silicon Valley territory. Think glucose monitors, metabolic coaching, and ultra-premium health wearables. Their choice of brand face? Indian cricketer Shreyas Iyer.
Young, athletic, and deeply performance-oriented, Iyer brings the credibility of pro sport, but with the relatability of a guy who actually logs his macros.
It’s aspirational, for sure, but Iyer keeps it grounded. You may not be lifting 200kg or swinging a bat for India, but when Iyer wears the Ultrahuman Ring Air, you kind of want to too.
Noise x Virat Kohli: Fitness Meets Mass Appeal
If there’s one person who’s practically synonymous with Indian fitness in the public imagination, it’s Virat Kohli. Noise, a homegrown brand that's become a household name in the smart wearable space, did right when they signed Kohli as their ambassador.
Virat’s evolution from party boy to clean-eating, discipline-worshipping icon fits the narrative perfectly.
“He’s not performing fitness. He is fitness. From training routines to recovery to mindset, he mirrors the values most wearables are built around — consistency, data, progress. It doesn’t feel like a campaign. It feels like a natural extension of who he is. In a category where performance is everything, the ambassador’s lifestyle is the message. Get that right, and the brand story writes itself,” says Sudish Balan, Co-founder & Chief Creative Officer, Tonic Worldwide.
Noise has never tried to position itself as ultra-luxe or niche. It’s the accessible, stylish smartwatch for the masses. And who better to rep that than Kohli, a man who’s as comfortable smashing centuries as he is casually telling you to up your step count?
Antara AGEasy x Anupam Kher: Health for the Silver Generation
And then there’s Anupam Kher, a surprising yet genius pick by Antara AGEasy, a wearable and wellness platform aimed at senior citizens. Because who says wearables are only for the young and ripped?
“His authenticity, openness about the realities of growing older, and dedication to personal wellbeing align seamlessly with Antara AGEasy’s philosophy. He celebrates the wisdom and adaptability that comes with age. That’s precisely what AGEasy stands for: not defying age but embracing it with smart choices and expert support,” says Ishaan Khanna, CEO, Antara Assisted Care Services.
Kher’s presence brings dignity, humour, and gravitas to the wearable health space. He talks about taking charge of your health after 60, monitoring vitals regularly, and staying sharp mentally and physically. The brand has also seen a 20% month-on-month increase in brand searches and improved conversion rates on their Ecommerce platforms.
Who’s the Fittest of Them All?
“If a fitness influencer posts daily runs, tracks meals, and shares recovery tips, they feel authentic. If they casually wear the Aabo Ring while stretching or journaling, it doesn’t look staged but more like a habit. This generation sees through scripts. They follow creators who are raw and open,” says Nirav Hemani.
So, it’s hard to say. Milind might outrun everyone, Akshay will definitely outlast them, Kohli’s got the discipline with the intensity, Ranbir is the most us, Iyer is the most Gen Z-ready, and Kher? He’s aging like a fine wine.
But maybe we’re asking the wrong question.
“Most wearables today are like paneer in a new gravy. Same inside, different branding. So, the celeb isn’t selling a product, they’re selling the illusion of a lifestyle. Brand managers deep-dive into follower counts, Gen-Z sentiment, and managers' tantrums. And somehow, that decides your fitness guru. From Anushka Sharma to Rohit Sharma, everyone’s wrist-deep in this game. But does the audience care? Not really. They want the cheapest gadget that tells them they didn’t sleep enough while still dreaming of an Apple watch,” says Yash Kulshrestha, Chief Creative Officer, ^ a t o m.
In the end, celebrity endorsements might not help us run faster, sleep deeper, or eat better. But they sure do make fitness look good and sometimes, that’s enough motivation to get off the couch.
