by Suman Gupta
Shilpa Shetty Kundra* has been the fitness brand ambassador for India’s leading active nutrition brand, Fast & Up. Shilpa Shetty who herself is a firm believer in fitness and her well-known holistic approach to food and nutrition joined the brand that helps spread this positive message of healthy living every day.
She was a natural brand match, being the Yoga exponent & fitness guru herself. Cutting Crew Studio was the preferred production house on board having worked with the brand earlier & known not only for creative ideas but also for always being ready to work with unbelievable deadlines.
The brand needed her to do a wide range of workouts like HIIT, Yoga and Dance. In another film she performed yoga poses like Parvatasana, Dhanurasana, and Surya Namaskars. Knowing her professional outlook she was ready, fit to perform all the activities needed for the shoot.
Founder and Creative Producer Vivek Shah*- being a yoga practitioner himself understood the small nuances required for the shoot. He guided the director and the team at large.
Fast & Up Marketing manager Rohan Manglani and founder Varun Khana’s collaboration to craft an exciting vibe with Music at the studio matched Shilpa Shetty’s energy throughout the shoot and created a feel good factor for working out with Fast & Up. Her shared goal of seeing India fit and healthy gave the right form of energy to the team on the set.
Cutting Crew is known to deliver the best in the most wanting and incredulous conditions, the team had less than a week to prepare for the shoot. They had to shoot five films across multiple huge sets, with Shilpa having to change 4 costume changes in 8 hours!!
Thanks to Shilpa Shetty Kundra’s cooperation, preparation & Cutting Crew’s meticulous planning, an awesome campaign was completed with the gorgeous fitness icon.
Profile Cutting Crew Studios (CCS): Established in 2004, Cutting Crew Studio is a creative Agency for films in all formats with end-to-end capabilities of production and post-production. Headquartered in Mumbai. CC produces Feature Films, TVCs, Music Videos, Digital Films, Fashion Films etc. Their long-standing client roster includes India’s top companies such as Tata Sons, TCS, JSW, and Asian Paints along with a few young generation brands like Daniel Wellington, Bestseller, Bombay Shaving Company, Fast&Up, Zebronics etc. The team comprises of copywriters, video & film directors, line producers, editors, CCF has network partners in 10+ countries across 5 continents. CC’s recent venture includes a feature film co-produced with Blockbuster Director Rohit Shetty. Cutting Crew’s Documentary, NoorQueen of Ranthambore was awarded the Best Southeast Asian Short Film at the Wildlife Conservation Film Festival, New York. Another feature film that CCF was on board as a creative consultant, won the Sundance and went on to stream on Netflix.
