RFG is a premium gym network in Ettumanoor, Kottayam. They came to us for one campaign: an ad film shot at the gym, backed by a hyperlocal digital push to turn attention into membership enquiries.
A gym doesn't compete with other gyms as much as it competes with inertia. RFG needed the town to feel something about fitness — and then make enquiring as easy as sending a message.
An awareness layer built on a real ad film — shot at RFG, with its actual space and energy, not stock fitness footage — to make the brand unmissable within 10 kilometres of the door.
And an enquiry layer underneath: message-optimized ads where interested locals could start a conversation in one tap. No landing pages, no forms. In a town, the shortest path from "saw the ad" to "talked to the gym" wins.
Concept, script, shoot, and edit — produced by CML at the gym. This is the work we love most: real filmmaking for a real place.
Supporting statics and a Christmas offer campaign timed for the season when fitness resolutions are made.
Six-plus creative and audience variants tested across the campaign — reels against statics, impression-maximized against recall-optimized — with budget following whatever the data preferred.
No landing pages, no forms — message-objective ads that put an interested local one tap away from a conversation with the gym.
Real filmmaking for a real place — RFG's actual space, members, and energy, not stock fitness footage.
One campaign, two jobs — running simultaneously within 10 kilometres of the gym's front door.
Awareness layer. The hero film ran across Instagram and Facebook within a 10 km radius, building over 460,000 impressions — the kind of frequency where a local brand stops being an ad and starts being a fact.
Enquiry layer. Message-objective ads generated 70 direct conversations at ₹40–50 per enquiry — each one a local resident already talking to the gym.
For a single-campaign engagement on a lean local budget, the equation was simple: one well-made film, distributed with discipline, outworked months of generic promotion.
