The Indian leg of Reebok’s global marketing campaign 'Live with Fire' was rolled out on 23 April. As part of the campaign, a TVC conceptualised by McCann Erickson featuring actors Nargis Fakhri, John Abraham and cricketer M S Dhoni went on-air on 26 April.
The film begins at the crack of dawn with John Abraham fastening the laces of his Reebok shoes as he heads out. It cuts to Dhoni out on a jog amidst traffic wearing the Reebok ZQuick running shoes. Among separate visuals of Nargis Fakhri and John Abraham working out a commentary begins describing ‘sweat being a fuel that keeps the fire burning’. The film moves on to show the trio working out; with Nargis doing the Zumba, Abraham doing the ab crunches and Dhoni sweating it out in the gym. The film progresses on to show them working out together. The TVC ends with a voiceover exclaiming ‘One life – Live it with Fire’.
The unveiling of Reebok’s new brand mark – Reebok Delta – is part of this campaign.
Somdeb Basu, brand director, Reebok India, said, “At Reebok, our mission is to empower people to be ‘fit for life’, but we don't want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger. This philosophy translates well in our new brand mark logo – Reebok Delta. We are thrilled to present three of our strongest assets in a never-seen-before ‘avatar’ and are certain that their fitness moves will inspire people to embark on this new journey. Our creative visuals are interactive, inspirational and imaginative!”
Client: Reebok India Company
Agency: McCann Erickson
Creative: Pradyuman Chauhan, Talha Nazim
Account management: Sandeep Menghi, Alok Lall
Production house: Goodmorning films