Reebok India, in a bid to tap the growing women’s wear market, has launched a women-specific campaign titled ‘I am More’. Launched in September, the campaign will be targeted at major metros like Delhi, Mumbai, Kolkata, Bangalore, Chennai and Hyderabad. The campaign advocates that a woman is truly multi-faceted and can perform multi-dimensional roles that highlight the extension of one’s individuality beyond the stated personality.
Commenting on the launch, Shamim Sajid, Director-Marketing, Reebok India Company, said, “There is more to a woman than meets the eye. This forms the basis of our campaign and through this campaign, Reebok wants to empower women and make the world take notice of their multiple facets. Currently, Reebok is the leader in the fitness category market with a market share of 51 per cent. With the launch of the first-of-its-kind women-specific ‘I am More’ campaign, Reebok has re-vamped its product strategy and aims to target the untapped women customer base and offer apparel for occasion usage like street wear, club wear and fitness wear.”
The media mix will include conventional media, including print and OOH, and digital media – Internet and mobile. While the print campaign will be a three-month activity, the outdoors will be limited to a one-month period. Featuring dance instructor Isha Talwar, MTV Roadie Bani, and fashion model Tammy, in the ‘I am More’ campaign, Reebok will reveal their new side as women who have more to their personalities than just what is stated or perceived.
To further promote the campaign at the ground level, Reebok has tied up with Café Coffee Day outlets in Delhi, Bangalore and Mumbai for an ‘I am More’ contest, wherein customers who Reebok feels embody the campaign message, would be given a gift voucher worth Rs 5,000.
Reebok also plans to run an ‘I am More’ contest with a leading women’s magazine, wherein readers will send their real-life stories about how they are more than what they are perceived to be in whatever they do in their respective lives. The best entries will be featured in the next issue of the magazine. It also has attractive gifts planned as part of their retail promotion schemes.
“The campaign builds up an emotional connect with women. Reebok’s vision for women is to be her best friend and empower her with products that help fulfill her potential. Through these promotions and activities, Reebok intends to know and reward the other unseen and talented side of women,” added Sajid.