Campus Activewear and Vicky Kaushal take on Sunday office calls

Campus Activewear has taken the Sunday work call and turned it into a boardroom comedy. In its latest integrated campaign, Bollywood actor Vicky Kaushal plays Rohit, an employee who brings his weekend into a Sunday meeting—pottery, fitness and an impromptu party included.

01 · The film: a boundary becomes a behaviour

Set in a corporate boardroom, the film follows Rohit as he refuses to park his personal life outside. When his boss accuses his generation of having no boundaries, Rohit flips the logic: if the office can claim Sunday, then Sunday can claim the office. The film’s thought, “One bold move can move the world your way,” becomes visible when Rohit walks out with his friends in Campus footwear.

• Uses Sunday work calls and unwritten office rules as its entry point.
• Pits professional demands against personal priorities with humour.
• Shows the brand’s “Move Your Way” philosophy as a choice, not a slogan.

02 · A sharper platform and a refreshed identity

The campaign also marks the debut of Campus Activewear’s new visual identity, developed around “Move Your Way.” Dynamic lines and outward-facing arrows represent movement and the belief that there is no single path to growth. The film rolls out across television, OTT and digital, with creator-led content extending the conversation.

“Move Your Way has always been about self-expression. With this film, we’re taking it somewhere braver: the right to draw your own lines.”

Gaurav Sharma, chief marketing officer of Campus Activewear, sees the next chapter as bolder and more confident. The creator initiative invites audiences to contribute their own takes on work, ambition, weekends and workplace boundaries using the Move Your Way tag.

03 · The insight worth borrowing

What makes Rohit’s pushback memorable is that it does not argue about productivity; it argues about agency. The character never says the work is unimportant. He says the terms are unfair, and he responds by making the situation his own. That is a sharper, more defensible position than a blanket rejection of office expectations.

For marketers shaping purpose-led work, this is a useful test: if the brand’s belief cannot be acted out in a single scene, it is probably still a tagline. “Move Your Way” becomes concrete because we can see what moving your way looks like when a manager says Sunday is a workday.

04 · What it means for brand leaders

The campaign works because it anchors a generational idea in one specific, recognisable moment. Instead of claiming “work-life balance,” it stages the exact transaction young professionals resent: a Sunday that is not fully theirs. That gives the brand a behaviour to show, not just a value to state.

• Name the precise unwritten rule you want to challenge.
• Cast celebrity talent to serve the brand’s point of view, not replace it.
• Open the idea with a clear creator brief and a simple hashtag.

For brands watching, the takeaway is straightforward: if your platform is about choice, show someone choosing.

Source: Campaign India

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.