Reebok rolled out its latest campaign in India in late November with creative featuring brand ambassador Katrina Kaif which acts as a call out for women across the country to find their ‘Ree’.
Conceptualised and created by agency Wunderman Thompson (JWT India), the campaign is called ‘She Got Ree’ and it sees Reebok strive to further strengthen its commitment to the constant pursuit of fitness with a focus on inspiring and boosting women participating in all form of fitness.
‘She Got Ree’ seeks to celebrate women’s fitness and it depicts the myriad of options women have to stay fit and how they can harness their energy and enjoy being fit no matter where they are – whether that be in the gym or outdoors.
Essentially it is a call for everyone to find their ‘Ree’ which is the joy and spirit of being fit.
The work sets out to engage the women in the brand’s target group and motivate more of them to take to fitness, in whatever form they may choose.
The initiative is spearheaded by a hero film which sees the fitness and lifestyle brand roll out a montage of young women sweating it out in stylish fitness clothing and accessories along with brand’s new ambassador Katrina Kaif who showcases Reebok’s fitness collection.
The camera pans in and out to highlight Reebok’s women collection featuring sports bras, tights, tees, shoes and swimsuits.
The hero spot is promoted across Reebok’s digital and social channels in India including Facebook, YouTube
and Instagram.
“Through product innovations like the Pure Move Bra and the ‘Meet You There’ collection, or campaigns such as She Got Ree and It’s a Man’s World, Reebok continues to inspire women to find their personal expression of fitness,” explained Reebok India Brand Director Sunil Gupta.
“We have had a very positive response and have seen an upside in the women’s share of business and an increased participation of women in our on-ground fitness events.”
“I’m thrilled to be associated with a brand like Reebok that has always strived to inspire people to be the fittest versions of themselves. The ‘She Got Ree’ campaign only furthers this belief by encouraging everyone to find their “Ree” which is the joy and spirit of being fit” added Kaif.
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The campaign video features catchy music and impactful lyrics see Kaif unleash her energy in a free-spirited routine which combines running, spinning, flexing, dancing and boxing.
Uploaded on brand’s official YouTube channel on 21 November, the ad has garnered over 1, 26, 000 views so far.
This initiative is part of Reebok, which has recently switched back to its old vector logo, strategy to position itself as a ‘Women First’ brand.
It focuses on encouraging women to initiate and bring about a physical, mental and social transformation in themselves.
Indeed, it follows on from previous Reebok women’s creative focussed brand initiatives include product innovations such as PureMove Bra
and ‘Meet You There’
and other female-centric campaigns dating back to the 2001 launch of ‘It’s (Not) A Man’s World’.
Links:
Reebok India
https://www.facebook.com/officialreebokindia/
https://www.instagram.com/reebokindia
Wunderman Thompson
https://www.wundermanthompson.com/
JWT India
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