Leeford Healthcare has strengthened its presence in the wellness and mobility space by appointing Bollywood star Tiger Shroff as brand ambassador for its Orthopedic & Mobility Aids division. The company has also launched a nationwide campaign, “Fit Raho, Hit Raho,” to change how people in India think about joint, posture, and movement support.
Orthopaedic products have mostly been seen as something people use only after surgery or serious injury. Leeford wants to change that mindset. Through this campaign, the brand encourages people to use orthopedic and mobility aids early, at the first signs of discomfort, during intense physical activity, or while recovering from strain. The goal is to prevent small issues from becoming bigger problems and help people stay active longer.
The campaign will reach people through digital films, in-store displays, doctor and physiotherapist partnerships, workplace posture programs, rural screening camps, and special training sessions. This broad approach ensures awareness reaches both urban and rural audiences.
Tiger Shroff, known for his fitness, discipline, and action-packed roles, is a natural fit for the campaign. He noted that many people wait too long to address their joints and posture, even though early support can make a big difference. He believes orthopedic aids should be seen as tools that protect the body, not just fix it after damage is done.
Neha Gupta, Director at Leeford Healthcare, said the brand aims to move people from reactive to proactive care. With growing awareness of fitness and long-term health, the company aims to make orthopedic supports part of everyday wellness, alongside gym gear and ergonomic furniture.
The campaign, created by Schbang and produced by Hogarth, presents orthopedic and mobility aids as simple, daily solutions for better movement, less pain, and stronger recovery—helping people stay confident, active, and injury-free in their everyday lives.