Superstar Hritihik Roshan has launched a motivational short film titled 'Defeat Defeat' which introduces his fitness and lifestyle brand HRX - Push Your Xtreme. It is also India's first celebrity brand extension project. Hrithik with his chiselled, drool-worthy body aims to connect to his legion of fans the world over, as he shares anecdotes and practical tips for achieving success, overcoming obstacles and pushing the boundaries of your potential. This short film as been produced in association with the co-founders of HRX, Exceed Entertainment and online retail partner Myntra.com.
Of the idea behind the inspirational film: “Everyone including me has been defeated in life. But success comes to those who rise above defeat and understand how to deal with it. I realized that defeat isn’t a real thing, it’s just an illusion! A clever work of the mind. This short film is an attempt to spread this message and encourage people not to be afraid, not to give up and forget what failure means before you give victory a shot!”
Hrithik also managed to impressed the crew with his dedication and stamina while filming at an abandoned warehouse, where he shot bare-bodied and at a stretch for over 21 hours.
Since the launch of Hrithik’s brand film recently, the campaign has received positive reviews across social platforms with millions of views. The campaign also witnessed Hrithik evangelizing his philosophy on Twitter, along with his fellow co-stars Sonakshi Sinha, Siddharth Malhotra, Arjun Kapoor, Uday Chopra and Sophie Choudry among others.