New Delhi, January 13, 2025: India Gate Uplife, the health-focused foods brand from India Gate Foods, part of KRBL Limited, has launched a new digital-first campaign titled #KeepItUp with Uplife timed around Quitters’ Day, reinforcing its belief that meaningful health outcomes are built through consistency rather than short lived resolutions.
Quitters’ Day falls on second Friday of January and is widely regarded as the day when motivation fades and ambitious resolutions set on new year begin to fall apart for most. India Gate Uplife taps into this behavioural insight to reframe the conversation around health, shifting the focus from quitting to consistency.
Through #KeepItUp with Uplife, the brand spotlights practical hacks for resolutions, and healthy eating cues that fit into modern routines. The campaign takes a fun take on simple hacks and habits which can go a long way, positioning health as something that is achievable in daily life through repeated, smart actions rather than making your health journey a daunting experience.
Commenting on the campaign, Kunal Sharma, Vice President – Marketing and Organised Trade, KRBL Limited, said, “‘Quitters’ Day highlights a common behavioural pattern for annual resolutions—where motivation peaks early but fades quickly when goals feel overwhelming. With #KeepItUp with Uplife campaign, we wanted to acknowledge this reality and shift the conversation from quitting to consistency. By focusing on practical hacks and healthy eating cues, our aim is to support consumers stick to their health resolutions rather than feel discouraged. India Gate Uplife is one such hack designed to be a trusted partner in this journey, empowering people with better choices that support their health goals—not just in January, but throughout the year.”
India Gate uplife offers a premium range of science backed & health-focused kitchen staples like healthy cooking oils, and brown basmati rice designed to support modern lifestyles, making it easier for consumers to stay committed to their 2026 health goals throughout the year. By positioning itself as a reliable partner in everyday wellness, Uplife reinforces its role in helping people make healthier choices- one simple step at a time.
The campaign is being amplified through a strong, digital-first, influencer-led push featuring voices from sports, bollywood, fitness, and entrepreneurship. Collaborations with Smriti Mandhana, Lakshya, Saiyami Kher, and Ashneer Grover bring the message of consistency, discipline, and realistic progress to life through their lived experiences. To further drive reach and relevance, the campaign will see visibility across YouTube and other digital platforms, supported by Inshorts display placements PAN India, meme-led content, and a network of nano and Category B influencers from diverse professional backgrounds such as Yuvika Abrol, Monica Malik amongst others.
Extending beyond content into everyday consumer touchpoints, the initiative also includes a Blinkit activation across Delhi, Mumbai, and Bangalore, featuring branded wristbands to reinforce the message of #KeepItUp with Uplife during the New Year period—sparking wider conversations around sustainable, everyday health choices.
The Digital Film is live on all social media platforms and can be viewed here: https://www.youtube.com/watch?v=vkenASdyfT8
