Oxpecker (Activewear & Athleisure)

Brand Overview

Oxpecker is an Indian activewear brand founded by a 20-year-old second-generation entrepreneur. The brand set out to close a long-standing gap in India’s activewear market, between low-quality budget options and overpriced international labels. Oxpecker brings world-class design, performance, and affordability to Indian consumers who expect more from their everyday wear.

The Challenge

Breaking into a crowded market meant more than just great products. Oxpecker needed a strong, relatable narrative, one that speaks to the real-life challenges of motivation and consistency faced by today’s youth.

The Idea

Through cultural insights and consumer research, we identified a universal truth: people often need that extra nudge to move, act, or push through. Whether it’s at the gym, at work, or in life, the first step is simply showing up. This became the foundation of the brand narrative – Show Up with Oxpecker.

The Execution

The campaign was built around two key focuses: the brand message and the functionality of the products. To bring this to life, we partnered with a young all-rounder in the Indian cricket team, Washington Sundar, who embodies calm focus, humility, and relentless effort. The campaign film captured his daily grind, reminding India that greatness doesn’t come from grand gestures; it comes from showing up every single day.

Beyond the film, we created bite-sized content where Washington talked about the latest collection and offers, blending authenticity with purpose. Each piece was packaged strategically to promote the collection and drive engagement across social media and the website.

As part of the shoulder content under Show Up, we collaborated with influencers from diverse walks of life, reaching audiences across every corner of India and amplifying the message that everyone, everywhere, can choose to show up.

Oxpecker successfully entered the activewear space as a credible, homegrown label with a strong brand philosophy that resonated with everyday doers.

Visit website: https://oxpecker.co.in/

Want your brand to enter the market in a relatable and scalable way? Reach out to us at (business@zerogravitycommunications.com)