BHIVE Workspace has unveiled its first-ever brand film featuring brand ambassador Milind Soman
CE DESK 
BHIVE Workspace has launched its first-ever brand film featuring brand ambassador Milind Soman. The announcement was made on Tuesday, September 9, 2026. The film marks a significant step in the company’s ambition to redefine what people should expect from their workplace. It brings BHIVE’s campus workspace vision to life through a high-energy narrative built around movement, fitness and work-life harmony. The film challenges the traditional image of an office as a place designed only around desks and productivity.
The film opens with Milind doing push-ups in a cramped conventional office. The setting then shifts dramatically into the energy of a BHIVE Campus. A pickleball court prompts him to declare, “Now THIS is an office.” From walking meetings to a playful exchange with BHIVE Founder Shesh Rao Paplikar, where Milind turns an “elevator pitch” into a “staircase pitch,” the film uses humour to showcase the energy and active lifestyle of a BHIVE Campus. The narrative blurs the boundaries between work and lifestyle. It shows quick pickleball games, walking meetings, coffee breaks, recreation and downtime.
Anurag Sharma, VP, marketing and communications, BHIVE Workspace, said, “Offices have been designed around productivity for decades. We wanted to design one around people. This film is deliberately not a tour of desks, cabins and amenities, it is what happens when your workspace becomes part of how you live. Milind was the natural partner because movement and fitness are not a campaign for him, they are how he lives. We want people to expect more from where they spend their day.”
Milind Soman, brand ambassador, BHIVE Workspace, said, “Fitness has never been just about a workout for me; it is about discipline, purpose, resilience and most importantly how you choose to live every day, every moment. That is what made the BHIVE association a natural fit. The idea that you can work, move, play, meet people and recharge in the same environment feels very relevant to how people want to live today. In the film, I think people will recognise themselves in some of these situations and hopefully start asking whether their own workplace could be a little more energetic.”
The brand film builds on BHIVE’s association with Milind Soman. This partnership is rooted in a shared philosophy of fitness, active living and long-term performance. It is brought to life through BHIVE’s fitness-led workspace ecosystems. The film marks the next chapter in BHIVE’s fitness-led journey with Milind Soman. It positions BHIVE campuses as workplace ecosystems where productivity, movement and active living come together. The film runs across digital and social media platforms. It is supported by BHIVE’s owned channels and partner networks.
BHIVE Workspace is India’s campus coworking company. It offers large-format, fitness-led workspaces that integrate work, lifestyle and community. Its campuses include amenities like sports courts, gyms, recreation zones, cafes and collaboration areas. The company targets startups, SMEs, GCCs and enterprise teams looking for flexible, amenity-rich work environments. By launching this film, BHIVE is trying to differentiate itself from traditional coworking players. It wants to be seen not just as a workspace provider, but as a lifestyle brand for the modern workforce
