Reebok has rolled out a campaign through which the brand hopes to get India fit.
The campaign titled ‘one-hour’ has been conceptualised by L&K Saatchi & Saatchi and features Indian cricket team captain Mahendra Singh Dhoni.
The voice over for the film is provided by Dhoni himself. The film opens with Dhoni in a gym talking about the expectations the country has from him. He said, “I was going to ask India for one thing. I want you to give me one hour – because if you want to change your life forever you need only one hour. One hour, where you feel your legs burn, your heart pound, where you listen to your lungs begging you to stop and you’ll love every minute of it. This is the one-hour you tell the world there is no mountain you won’t climb and there is no race you won’t run. Give all your hours to the rest of your life, but give yourself this one-hour because this one-hour can change the rest of your life.”
Charles Victor, NCD, L&K Saatchi & Saatchi, said, “When it comes to getting fit, we all have a million excuses, don’t we? And time (or the lack of it) is one of the biggest excuses we all make. So we actually sat back and tried to think about where time goes and we realised we give all our hours away to so many other things. Getting fit was about just giving ourselves one hour. And that’s where the idea came from…that this one hour can change the rest of your life. And having MSD partner this idea was great because he does reflect this idea completely.”
Somdeb Basu, brand director, Reebok India, said, “This is not a campaign. I would call this a movement to 'change lives'. We wanted to do something that would connect with millions of people across the country, and inspire Indians to be 'Fit for Life'. Ours is a unique nation that reacts equally well towards candle vigils or ice bucket challenges. We come out in support of each other which is a great thing but what about when it comes to our own self? And that is how this idea was borne. M.S. Dhoni was the perfect choice for such an idea, because of the immense respect and love he has garnered from India over the years, and his embodiment of Reebok’s ‘Fit for Life’ philosophy. We truly hope that we are successful in gaining support for this ‘fitness movement’, and make our vision of a ‘Fit India’ a reality.”
Agency: L&K Saatchi & Saatchi
Creative team: Team L&K Saatchi & Saatchi
Planning: Bhaskar Bateja
Manager films: Vijay Vigamal
Production house: No If No But
Director: Rahul Kale
Producer: Raghu Iyer
Music: Rooshin Dalal