As Fitnessbecomes mainstream in India, Airtel to power youth-firstdigital platform for fitness
New Delhi, March 12, 2020: Bharti Airtel (“Airtel”), India’s largest integrated telco, has acquired a strategic stake in Spectacom Global Pvt Ltd (“Spectacom”) under the Airtel Start-up Accelerator Program, which focuses on supporting growth of early stage Indian start-ups.
Spectacom,which has been conceptualised to produce path breaking digital content thatallows people across languages, geographies and fitness levels to connect witheach other and explore innovative health & fitness training programmes,isthe brainchild of Adnan Adeeb and Zeba Zaidi, the creators of the highlypopular Devils Circuit military-style obstacle races.
Spectacomwill also carry the exclusive digital rights for the promotion of all content forbrand Devils Circuit, including the new seasons of its popular shows – TheCollege Frenzy & The Corporate Challenge.
A digitallyconnected world is witnessing increased awareness around Health & Fitness,with a growing tribe of young Indians taking up physically demanding X sportssuch as obstacle racing. Devils Circuit, which pioneered obstacle racing inIndia, has already built a community of two million followers. It is India’slargest sports property of its kind with presence in eight cities. And givenIndia’s vast young population of appx. 600 mn under the age of 25 years, thereis a massive opportunity to make available Health &Fitness based platformsthatconnect fitness enthusiasts deeper and wider across the country.
Airtel willwork closely with Spectacom to help increase awareness and adoption of its cuttingage Health & Fitness platformand encourage individuals to overcome mentalbarriers and achieve their full potential. Spectacomwill catertoIndia’s growing interest in staying fitter and healthier by creating trainingand nutrition videos along with live extreme sporting events.
Airtel willhelp Spectacom to deliver this exciting exclusive digital content through itsplatforms Airtel Xstream and Wynk Music directly into the homes and smartphonesof hundreds of millions of Indians. This deep digital distribution reach willallow Airtel customers, including youth in small towns and villages, todiscover this high octane content and make the fitness movement a part of themainstream.
Says AdarshNair, Chief Product Officer, Bharti Airtel: “We believe that X Sports, whichare all about fitness, aligns beautifully with our brand. Thanks to the deeppenetration of mobile internet in India, the potential to grow the adoption ofDevils Circuit style X Sports amongst India’s youth is immense. This also fitsinto Airtel’s strong focus on connecting with the youth and providing them digitalplatforms to fulfil their aspirations. We look forward to collaborating withSpectacomon this exciting journey.”
Adnan Adeeb, co-founder, Spectacom, echoed this thought andadded that “As India is becoming a younger nation, it is also becoming a fitterone. Through our collaboration with Airtel, we aim at not just reachingmillions with bespoke offerings around Health& Fitness but also give thefitness enthusiasts from around the country, a platform to shine! We havealways believed that the real hero is the ordinary guy who overcomes extraordinary challenges and this will be reflected in all our offerings.We are very excited at partnering with Airtel and look forward to bringinginnovative content to life”
Spectacom is the second company to join the Airtel Start-up Accelerator Program.It allowsstart-upsto leverage Airtel’s robust ecosystem, including its corestrengths in data, distribution, networks and payments. This includes access toa vast online and offline distribution network that touches 300m+ customers,deep market understanding and platform of global strategicpartners. Further, start-ups also get access to advisory services fromAirtel’s executive team.
DevilsCircuit is now India’s biggest X sports platform with two million strongcommunity, including young people from smaller towns who are breaking barriersand taking up X Sports professionally and participating in internationalcompetitions. Apart from international participants from over 16 countries, theeditions also include army pros, blade runners, and even cancer survivors.