Reebok India launches 'Be More Human' campaign with Kangana Ranaut

The fully integrated marketing campaign, which released on Tuesday on “International Women’s Day”, aims to inspire women to become better versions of themselves, not just physically but also mentally and socially. 

 

It is a tribute to the modern day Indian woman, telling her that she is fit to rise above stereotypes and carve out her own destiny.

 

Embodying the Brand’s “Be More Human” philosophy, Kangana will be in a never-before-seen ‘avatar’ – fit and fearless. 

 

The pan-India campaign centres on a TV commercial that will unveil Kangana’s inspiring life story through the lens of fitness. 

 

Kangana’s intensive preparation comes alive in this film along with her commitment to fitness and passion for the Brand. 

 

In the new campaign, Kangana will be seen challenging herself with various fitness activities including functional training, dance, yoga, kick-boxing and others, thereby communicating the overarching brand message – ‘how fit you are defines how far you go’.  

 

Commenting on this launch, Dave Thomas, Managing Director – Reebok and adidas India said: “Reebok in India is strategically focused on winning in Fitness in 2016 and beyond. This inspiring campaign helps to cement Reebok as the leading fitness brand in the women’s category and we are delighted to partner with Kangana Ranaut, who is not just a Bollywood superstar but an achiever in every sense of the word."

 

"Being as rebellious as she is, Kangana has broken all stereotypes and has never been overwhelmed with the many challenges that have been thrown at her. We salute her spirit and the spirit of all women who have faced obstacles and continue to challenge themselves daily in search of greater rewards. Digital activation #FitToFight is at the centre of this campaign & we are confident that consumers will relate to this strongly. We are certain that Kangana’s powerful personal story and fitness journey will inspire many – women and men - to embark on their own fitness journey and become better version of themselves,” Thomas said.

 

Sharing her excitement about the association, Kangana Ranaut said, “I have always been a Reebok fan. Their products and campaigns have always inspired me. When they came to me, it was a natural fit and I was extremely excited to be associated with them. I feel that anything in life can be accomplished if we believe in ourselves."

 

"Today’s women should stay fit in all aspects, be it physically, socially or mentally. This ideology echoes with Reebok’s overall positioning and I am delighted to be the face of the brand, helping them push this message further. I look forward to encouraging millions of other women to take a plunge with me and not just become fitter, but stronger and better versions of themselves. I hope this campaign will be able to inspire not just women but also men," she said.

 

The ad campaign will be supported by an extensive 360 degree marketing approach including TV, Digital, Print, Radio, OOH & Retail. In addition, the creative visuals featuring Kangana will be in the primary windows at 184 Reebok stores across India.