Actor Hrithik Roshan in association with Myntra.com unveils his victory campaign ‘Defeat Defeat’ for his brand HRX
Bangalore, February 6, 2015: In a first of its kind, the Greek God of Bollywood, Hrithik Roshan has redefined health and fitness in the country as he launches hisbrand film ‘Defeat Defeat’ for HRX in association with Myntra.com. A short film that his fans will definitely not want to miss; it depicts his relentless endeavor of overcoming personal struggles and achieving victory over all.
In his own words, actor Hrithik said, “Everyone including me has been defeated in life. But success comes to those who rise above defeat and understand how to deal with it. I realized that defeat isn’t a real thing, it’s just an illusion! A clever work of the mind. This short film is an attempt to spread this message & encourage people not to be afraid, not to give up and forget what failure means before you give victory a shot!”
Hrithik’s apparel brand HRX, retailed exclusively on Myntra.com is inspired by the superstar’s style and philosophy, created to not just reflect his stardom but also his incredible story of defeating defeat. He says, “I am happy that we have been able to conceptualize & translate this adventurous spirit into great style & fashion through HRX.”
Shot in an old abandoned warehouse, Hrithik impressed everyone present on the sets with his dedication as he shot bare bodied and at a stretch for over 21 hours.
Embodied in the brand’s tagline ‘Push Your Extreme’, the actor has been going all out to inspire & encourage people to defeat ‘defeat’ and push themselves beyond their limits. Since the launch of his brand film on 5th February, the campaign has received positive reviews across social platforms with lakhs of views.The campaign also witnessed Hrithik evangelizing his philosophy on Twitter, along with his fellow co-stars Sonakshi Sinha, Bipasha Basu, Arjun Kapoor, Sidharth Malhotra and Sophie Choudry among others.
Enthused about launching the ‘Defeat Defeat’ campaign with Hrithik, Abhishek Verma, Head – Myntra Fashion Brands said, “It has been phenomenal working with Hrithik to develop this campaign. It encourages people to defeat the mental barriers that stop us from achieving our goals. We hope this brand film will be well received by his fans and others who have a strong passion for a healthy & positive lifestyle.”
He added, “It’s been a year since the birth of HRX and today it is one of the leading brands on Myntra.com.”
Commenting on the launch of this campaign, Afsar Zaidi, Founder, Exceed Entertainment said, “The philosophy, the rules by which Hrithik leads his life has been rolled out in the form of brand HRX. For us, at EXCEED Entertainment, it was a challenge that we took upon ourselves to make it into a reality. ‘Defeat Defeat’ campaign is the message that HRX stands for – Keep moving at all times.”