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

With this campaign, Reebok takes the stand that the world is wrong in their belief that girls don't fight

e4m by exchange4media Staff
Updated: Sep 23, 2017 7:41 AM

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.

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