Building a Mountain of Media for Tagda Raho - India's Fastest Growing Fitness Brand

Overview

Brownie Media collaborated with Tagda Raho, a Bengaluru-based fitness startup, to create content and media that promoted the brand's unique fitness philosophy. Tagda Raho draws inspiration from traditional Indian exercise techniques, using equipment like the Hanuman Gada and Mudgar (Indian clubs) to restore India's rich physical culture with a modern touch. The fitness movement, started by Rishabh Malhotra, promotes exercises that improve posture, strength, and overall well-being, with a focus on functional training.

The content crafted by Brownie Media helped showcase this blend of tradition and modern fitness to a broader audience, attracting attention from fitness icons such as Milind Soman and Robin Uthappa. Through media production, Brownie Media's work contributed to amplifying Tagda Raho’s vision of making traditional Indian workouts accessible while ensuring the brand's core message resonated with fitness enthusiasts across various demographics.

The Results

The campaign struck a chord — not just with loyal followers of Indian fitness traditions but with a massive digital audience hungry for something real, raw, and rooted.

1.2 Million Views on a Single Reel
One of the reels created by Brownie Media — featuring a high-intensity Mudgar flow set against a raw, outdoor backdrop — exploded across Instagram. The reel didn’t just go viral; it introduced thousands to a form of movement most had never seen before.

39.8K Followers and Counting
Within weeks of launching the content series, Tagda Raho’s Instagram following grew exponentially. The account didn’t just gain numbers — it built a community. Every comment, share, and save was a sign that the brand's philosophy was resonating with a growing tribe of mindful movers.

Why It Worked
This wasn’t about flashy fitness gimmicks. The content hit because it felt different — grounded, gritty, and culturally authentic. We didn’t sell a product; we told a story. A story of revival. Of resilience. Of reclaiming India’s indigenous strength training systems and presenting them in a way that felt aspirational and accessible.

Brownie Media's approach combined cinematic storytelling, strong visual identity, and platform-native editing to make Tagda Raho more than a brand — we made it a movement.

And this was just the beginning.