Leeford Ortho Repositions Orthopedic Support as a Lifestyle Choice with ‘Fit Raho, Hit Raho’ Campaign Featuring Tiger Shroff
Leeford Ortho has launched its high-energy ‘Fit Raho, Hit Raho’ campaign, transforming orthopedic support from a medical necessity into an aspirational lifestyle enabler. The initiative features action superstar Tiger Shroff and actor Varun Sharma across three hero films that celebrate continuous momentum for ambitious, fitness-driven consumers.
The campaign signals a fundamental shift in the way orthopedic care is perceived. Instead of focusing solely on treatment and recovery, Leeford Ortho positions fitness as a way of life, appealing to consumers who view staying active, ambitious, and ahead as an integral part of their daily routine. This strategic repositioning moves the category away from its conventional, medicalized perception, making daily health and pain management seamlessly integrated into everyday living.
Schbang led Leeford’s complete communication journey, defining brand positioning, creative expression, and the memorable tagline “Fit Raho, Hit Raho”, capturing the spirit of continuous activity. The three films, produced by Hogarth, leverage situations authentic to both Tiger Shroff and Varun Sharma, ensuring strong product recall while maintaining high relatability with mass audiences.
What sets this strategy apart is its focus on lifestyle over ailment. The campaign speaks to consumers who treat fitness as an identity rather than an occasional activity, while Leeford Ortho’s fast-acting relief supports their active routines. By making orthopedic support easy to use and integrate into daily life, the brand positions itself as a catalyst for sustained movement rather than a temporary solution.
The campaign also balances Leeford’s strong healthcare legacy with a youth-relevant, energetic voice, connecting with modern, fitness-conscious audiences. It demonstrates that effective brand repositioning happens when product benefits align with how consumers actually want to live.
Sidhant Gupta, Director, Leeford Healthcare Ltd., said:
“With ‘Fit Raho, Hit Raho’, we target people who see fitness as a way of life, not just a solution. Schbang helped us translate that vision into a campaign that feels energetic, relatable, and true to who our consumers are today.”
Hariharan Subramanian, Creative Director, Schbang, added:
“Leeford gave us a unique opportunity—not just to shape the brand’s voice in advertising, but to break the category out of its clinical mould. Instead of sounding medicinal, we chose to speak to people before they became patients, connecting with them in their everyday lives.”
Through ‘Fit Raho, Hit Raho’, Leeford Ortho establishes itself as a brand that understands modern fitness culture, proving that orthopedic care can be both effective and aspirational, enabling consumers to maintain momentum, confidence, and an active lifestyle.