BHIVE Workspace has launched its first brand film featuring brand ambassador Milind Soman, spotlighting its campus workplace model that combines office space with sports, recreational and lifestyle facilities.
The film opens with Soman doing pushups in a conventional office before cutting to a BHIVE campus, where a pickleball court prompts him to declare, “Now THIS is an office.” It also weaves in a conversation with BHIVE founder Shesh Rao Paplikar, turning the “elevator pitch” into a “staircase pitch.” The campaign builds on BHIVE’s idea of the workplace as a space for work, movement, recreation and downtime, with its campus model bringing together workspaces alongside sports infrastructure, cafés, lounges and community areas.
Anurag Sharma, VP, marketing and communications, BHIVE Workspace, said offices have long been designed around productivity, and the brand wanted to design one around people instead. He added that the film deliberately skips a tour of desks and amenities, focusing on what happens when a workspace becomes part of how people live – with Soman a natural fit given his personal relationship with fitness.
Milind Soman said fitness, for him, has always been about discipline, purpose and how one chooses to live each day, making the BHIVE partnership feel organic. He added he hopes viewers recognise themselves in the film and start questioning whether their own workplaces could be more energetic.
The campaign extends BHIVE’s ongoing association with Soman and its focus on fitness-led workplace ecosystems.
