Reebok's latest campaign featuring Kangana Ranaut urges women to take up the fight and go against the stereotype that girls don't fight.
Conceptualised by McCann Worldgroup India, the film also features Justine Rae Mellocastro. Mellocastro is a professional hairstylist, a black belt in Choi Kwang do (a martial art) and a professional swimmer. It opens with Mellocastro shown facing eve-teasers. She ignores them. As the film goes on she draws strength from Kangana Ranaut (the storyteller in the film), who encourages her to stay strong and take them on. The next time she crosses the path of the eve teasers, she threatens to take them on, which results in one of three men falling to the floor. The film concludes with the message, ‘fight more, be more human’ as it calls women to be fearless in the face of adversity.
Silvia Tallon, senior director brand marketing, Reebok, said, “I am proud to be a part of the Reebok family; being associated with a brand that celebrates the strength each woman carries within herself is indeed a matter of pride. FitToFight is a platform for each woman to share her personal story with the world – from her struggles to her victories. With 'Girls Don’t Fight' we wanted to address social issues that will resonate with each woman at some level.”
The film went on air on 15 September 2017. The campaign also consists of digital, print, radio, OOH and retail legs.
The next film in the campaign takes on inequality in pay and will be launched next month.