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Dhoni, Bipasha scorch the screen in Reebok’s first ever TVC

29-May-2009
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Dhoni, Bipasha scorch the screen in Reebok’s first ever TVC

Reebok is coming out with its first ever TVC in India for the latest edition of its Hexride performance footwear featuring brand ambassadors MS Dhoni and Bipasha Basu. Conceptualised by McCann Erickson, the TVC stresses on the ‘Fitness is Fun’ element and has both Dhoni and Basu sharing a crackling chemistry on screen.

The TVC has been directed by Mintoo Singh and produced by Classics Film.

In a prepared statement, Subhinder Singh Prem, Managing Director, Reebok India Company, said, “Marketing for us is about occupying the consumer’s heart space, not mind space. We do realise that contemporary India is a young nation with fitness being a necessary stimulant for a young mind and body. We also recognise the fact that a consumer will indulge more in an activity if he enjoys it. This thought forms the kernel of our ad. Our ad reinforces Reebok’s challenger approach to provide consumers with the choice to take the boredom out; and the fun in, its Your Move. The ad is simple, fun and most importantly a delight to watch. Just the way Bipasha and Dhoni have fun while running in our ad, we hope to encourage our consumers to smile as they sweat.”

The TVC shows Basu and Dhoni in a fun race competing against each other to reach the finish line first. While Dhoni is banking more on this athletism and training, Basu uses her charm apart from her passion for fitness to win the race. The TVC emerges from the thought that when you are more comfortable, you enjoy your fitness activity more and you have more fun.

The technologically advanced Hexride design aids better performance and training. The design is also aesthetically powerful and is available in different colour combinations. Priced at Rs 4,599 and above, the Hexride collection is available across India.

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