Slovic has announced the onboarding of actor and fitness enthusiast Tiger Shroff as its brand ambassador, alongside the launch of its new campaign, ‘Gym Ghar Lao’.
The campaign centres on the idea of making fitness more accessible by bringing workout solutions into the home, addressing barriers such as time, location and access. Through a range of products including pull-up bars, resistance bands, dumbbells and yoga mats, the brand aims to simplify fitness routines and offer cost-effective alternatives to traditional gym memberships.
The move comes against the backdrop of low physical activity levels and limited fitness infrastructure penetration in India. Industry data indicates that nearly half of Indian adults were insufficiently active in 2022, while gym membership penetration remains under 1 per cent, with a large share concentrated in metro cities.
Actor Tiger Shroff said, “Fitness has always been a way of life for me, which is why joining SLOVIC as brand ambassador felt like a natural fit. I connect with the brand’s vision of making fitness simpler, more accessible and part of everyday life.”
Aqib Mohammed, Co- Founder, Slovic, said, “Tiger Shroff coming on board as Slovic’s brand ambassador is a strong cultural marker for where the brand is headed. For us, the larger opportunity is not just selling equipment, but rethinking how fitness fits into Indian lives. If someone can start their journey at home with something as basic as dumbbells, resistance bands or a skipping rope, at an entry point of around Rs 500, then fitness becomes far more democratic, practical and consistent. That is the thinking behind ‘Gym Ghar Lao’.”
Shashwat Diesh, Co- Founder, Slovic, said, “The idea behind Slovic has always been to remove friction from fitness. Whether that friction is cost, convenience or access, we want to solve it through products that are practical, high-quality and built for everyday use. With Tiger Shroff coming on board as brand ambassador, we are able to amplify that thought in a way that is both aspirational and deeply relatable.”
Positioned as an inclusive brand, Slovic caters to a wide consumer base spanning beginners, working professionals and older adults, prioritising mobility and strength. Its value-driven proposition is designed to enable consumers to start their fitness journeys without the need for elaborate setups.
The ‘Gym Ghar Lao’ campaign will roll out across digital platforms, supported by films and content highlighting convenience and flexibility. SLOVIC products are available across major e-commerce and quick-commerce platforms, including Amazon, Flipkart, Blinkit, Zepto and Instamart, reinforcing the brand’s push to make fitness solutions easily accessible.
