Reebok's way of luring women chose Bani as brand ambassador in India
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Reebok has finally fixed its eyes on the Indian woman. In order to steer away from the perception that Reebok is a men's brand, the sportswear company has decided to come up with a new campaign, 'I am more', targeted at women. The campaign will help Reebok tap the burgeoning women's wear market.
The campaign will be rolled out in major metros such as Delhi, Mumbai, Kolkata, Bangalore, Chennai and Hyderabad. It advocates that a woman is truly multifaceted and can perform multidimensional roles that highlight the extension of her individuality beyond the stated personality.
Says a spokesperson on condition of anonymity, "Reebok has always been seen as a masculine brand out here. Even our retail outlets in a way conveyed the same message, and Reebok never tried to reach out to women. This campaign basically tries to talk to women."
Except television, the 'I am more' campaign will make use of conventional media (print and OOH) and digital media (Internet and mobile). While the print campaign will be a three-month activity, the outdoors will be limited to one month.
Reebok's new campaign began with signing up actress Scarlett Johansson as the brand ambassador on the international stage. In the second stage, the campaign will rope in lesser known celebrities such as dance instructor Isha Talwar, MTV Roadies winner Bani and fashion model Tammy to reveal the new side of women. In the third phase of the campaign, Reebok plans to use a better known Indian celebrity.
Says
Shamim Sajid, director, marketing, Reebok India, "There is more to a woman than meets the eye. This forms the basis of our campaign. Through this campaign, Reebok wants to empower women and make the world take notice of their multiple facets. Currently, Reebok is the leader in the fitness category market with a market share of 51 per cent. With the launch of the first-of-its kind woman-specific 'I am more' campaign, Reebok has revamped its product strategy by introducing street wear, club wear and fitness wear for women."
Reebok also plans to run an 'I am more' contest with a leading women's magazine, where readers will send their stories about how they are more than what they are perceived to be in whatever they do in their respective lives. The best entries will be featured in the magazine.
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