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Sports nutrition brand MuscleBlaze has launched its latest campaign, 'Ladies Who Lift' starring Krishna Shroff. The 'Ladies Who Lift' campaign includes an all-woman collaborative song titled "Ni Aar Di - Ladies Who Lift" to honour women's unwavering spark and passion for lifting.

Over the last few decades, women have come a long way, confronting patriarchy head-on and proving their worth in all fields and walks of life. Going to a gym or wellness centre to work out was once not an option for a woman due to issues with comfort and self-confidence when working out with men.

MuscleBlaze’s #LWL campaign strives to awaken the ‘Zidd’ among women to work out and emphasises the value of exercising and leading a healthy lifestyle. The campaign stars Shroff, who turned her passion for fitness into a career. The anthem also features other significant women achievers from diverse backgrounds including the former taekwondo player Shraddha Rangarh; National Medal Gymnast Parul Arora; Athlete and Entrepreneur Vaishali Bhoir; the fitness model Jyoti Solanki, and Para Athlete Nisha Gupta amongst others.

As an ode to all the revolutionary women, the LWL campaign is an "all-women" effort that was entirely carried out by women. The campaign aims to cater to all the women who stand out and are an inspiration to thousands of others wanting to take a step forward towards their dreams.

Starring Krishna Shroff and other artists, the campaign aims to give wings to women who are persistent and want to shine in varied facets of life. The #LWL campaign video captures the struggle of female artists portraying women from various walks of life who have their own stories and have the 'zidd' to come forward and explore the world of fitness.

Alongside the video, the campaign also highlights the newest MuscleBlaze LWL apparels and accessories range, which is designed for new age women.

Commenting on her collaboration with MuscleBlaze for the #LWL campaign, Shroff said, “Ladies Who Lift to me, is about both being empowered from within and striving to empower others around you. It resembles being the best version one can be, fuelling yourself with what nourishes you to push boundaries, and setting your own goals every single day to see your body and mind’s capabilities. LWL brings strong, fierce women from diverse backgrounds together to help motivate and inspire others.”

Speaking about the new campaign, Sameer Maheshwari, Founder and CEO of Healthkart, said, "With products like Pro Check or campaigns like "The Performance" ft Vidyut Jammwal, MuscleBlaze has consistently been a thought leader in the industry. We have always kept our laser-sharp focus on the Indian fitness and sports industry, backed by strong R&D and insights. We are currently witnessing a wave of women who are outspokenly proud of their goals, objectives, and commitment to fitness. We at MuscleBlaze salute their zeal and support them with all the nutritional assistance they need to succeed in their fitness journey."

Kaustav Paliwal, Business Head, MuscleBlaze, said, “With this campaign we are expressing to ignite today's superwoman's fire to be fit, healthy and ace every aspect of their fitness journey despite the busy life they pursue. We not only support Ladies who Lift but have their backs to follow their dreams regardless of challenges that they may be facing. With this campaign, we hope to dispel the myth that consuming supplements and protein is a barrier to staying fit in women. We want to emphasize the relevance of nutrients for women, regardless of gender bias, with the anthem song, which features the iconic fitness buff Krishna Shroff.”