Top Story


Home >> Advertising >> Article

Reebok out to salute women with ‘I am More’ campaign

Font Size   16
Reebok out to salute women with ‘I am More’ campaign

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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign