Mumbai: Blissclub, a leading activewear brand committed to reintroducing women to the joy of movement, recently released a film to further this mission. Scripted and produced completely in-house, the film features real-life state-level and amateur athletes practising different forms of movement, set to the soundtrack of ‘Jingle Bells’. The film showcases slo-mo close-up shots of their bodies and ends with a simple message:

“Jiggle All The Way.

Your body is a celebration.”

Released in time for the holidays, the film is a reminder to women - many of whom don’t work out in public because they’re made to feel conscious of how their bodies move - to continue moving.

“At Blissclub, we want women to move like we were meant to - with complete abandon! Unfortunately, the lack of safe public spaces, unsupportive clothing, and other societal norms stop a lot of women from working out and playing in front of others. We want women to take control of their bodies and not let the male gaze or self-consciousness rob them of the pure bliss movement can bring to them,” said Blissclub  founder & CEO Minu Margeret.