Home >> Advertising >> Article

Kangana Ranaut inspires women to combat inequality with Reebok's #FitToFight campaign

23-September-2017
Font Size   16
Kangana Ranaut inspires women to combat inequality with Reebok's #FitToFight campaign



Reebok India’s brand ambassador Kangana Ranaut has inspired women with the #FitToFight campaign launched last year. It culminated with the brand’s first #FitToFight award ceremony where stories of heroic women like Deepa Malik and Geeta Tandon were recognised. This year the fitness brand is back with the campaign – to fight two looming gender demons of eve-teasing and inequality in pay.



When a man chooses to fight against what he believes is wrong he is considered a leader, a fighter and the society puts him on a pedestal. But when a woman chooses to do the same it is deemed as uncharacteristic, un-ladylike, un-graceful or even bossy. With this campaign, Reebok takes the stand that the world is wrong in their belief that girls don't fight.



With Girl’s Don’t Fight, Reebok is propelling women to be mentally, physically and socially fit; to stand up for what is right and fight against injustice and discrimination. The word ‘fight’ is not only a literal depiction but a call to action for those who will not accept the way things are, making it the Reebok slogan for all unsung women heroes. Through the film, the brand reiterates how physical fitness translates into strength of the mind too. Announcing the second edition of the campaign and talking about this year’s theme ‘Girls Don’t Fight’, Silvia Tallon, Senior Director Brand Marketing, Reebok, said, “I am proud to be 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.”



Talking about the campaign, Kangana Ranaut, Brand Ambassador, Reebok India, added, “Even after 11 years of being in this industry, I am constantly battling perceptions and misconceptions, and breaking stereotypes every single day. Therefore, I identify very strongly with Reebok’s FitToFight campaign and specially this year’s theme ‘Girls Don’t Fight’. Reebok has addressed two very topical issues, things that we as women have unfortunately encountered at some point in our lives. I believe that each woman has a story within herself – of hardships and hope, battles and strength, sorrows and faith – and I hope that through #FitToFight these stories get a platform for others to draw inspiration.” The FitToFight campaign will be supported by an extensive 360-degree marketing approach including TV, Digital, Print, Radio, OOH and Retail. The films are being aired nationwide. Continue watching this space for more as the next film of the campaign on inequality in pay will be launched next month.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives

‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression

Mathrubhumi Media School will offer PG diploma courses in print & broadcast journalism