Tweaking its global advertising proposition of ‘Run Easy’ to suit the Indian market, Reebok India has rolled out a high-visibility campaign featuring its brand ambassadors, Bipasha Basu and M.S.Dhoni, together for the first time. The campaign that has been launched to promote Reebok’s top-of-the-line running shoe, Hexride, is built around the creative concept of reminding runners to enjoy the sport at a pace that's right for them — a comfortable pace Reebok calls “running at the speed of chat.”
Watch the commercial here:
The McCann Erickson-created spot shows Dhoni asking Basu out for a date. She agrees on the condition that he beats her in a race. While racing, Basu distracts men to create hurdles for Dhoni, thus beating him to the finish line. She, however, gives him another chance and the film closes with both of them setting out for another run.
“Bollywood and cricket are two properties that find an instant connect with the Indian youth,” said Debashis Paul, senior VP and general manager, McCann Delhi, adding, “This campaign is an evolution of the global ‘Run Easy’ initiative that re-connects with Indian women and pushes the fitness proposition with Bipasha; while tapping the young male audience through Dhoni.”
“The fun factor in the campaign takes away the heaviness and seriousness associated with everyday running while promoting the absolute comfort feature of the Hexride,” added Paul.