HRX
Client: HRITHIK ROSHAN | 2014 | Role: COPYWRITER AND ASSISTANT DIRECTORHrithik Roshan is India’s Superstar. An Eastern Adonis. So when he approached us to launch his new fitness fashion brand, we knew the philosophy had to come from his life.
The ‘X’ in HRX stands for pushing your extreme, which we interpreted as Defeat Defeat. We shot this film over 22 continuous and gruelling hours that tested everyone’s faith in the brand’s core beliefs.
We decided on a spoken word approach to lean into Hrithik’s gravitas which led to the public quickly latching on to the message. The video originally sprinted past the 3 million mark with zero media spend and continues to be watched.
Eventually, the message spread across the globe with dozens of YouTubers posting unprompted reaction videos to the commercial on their own channels.
