~ India’s campus coworking brand drops its debut film — cramped desks give way to pickleball, walking meetings and a lifestyle-at-work pitch ~
Bengaluru, September 2026: BHIVE Workspace, which calls itself India’s campus coworking company, has rolled out its first-ever brand film with ambassador Milind Soman — a high-energy cut built around movement, fitness and work-life harmony rather than a tour of desks and cabins.
The film opens with Soman doing push-ups in a cramped conventional office, then flips into a BHIVE Campus where a pickleball court prompts the line “Now THIS is an office.” Walking meetings, cafés, lounges and a playful “staircase pitch” with founder Shesh Rao Paplikar sell the campus stack: premium workspace plus sports, recreation and community so productivity and lifestyle share the same floor plate. The close lands on Play. Focus. Recharge. The BHIVE Way. and the proposition “Elevate your lifestyle at work.”
Anurag Sharma, VP – Marketing & Communications, BHIVE Workspace, said offices have been designed around productivity for decades and BHIVE wanted one designed around people: “This film is deliberately not a tour of desks, cabins and amenities, it is what happens when your workspace becomes part of how you live. Milind was the natural partner because movement and fitness are not a campaign for him, they are how he lives.”
Milind Soman framed the fit as everyday living, not a gym flex: “Fitness has never been just about a workout for me; it is about discipline, purpose, resilience and most importantly how you choose to live every day, every moment… In the film, I think people will recognise themselves in some of these situations and hopefully start asking whether their own workplace could be a little more energetic.”
Marketing take: Coworking ads usually sell Wi-Fi and meeting rooms. BHIVE is selling envy of the campus — if the pickleball punchline sticks, “office” stops meaning desk and starts meaning lifestyle.
