For me, it’s about brands that walk the talk: Katrina Kaif

Katrina Kaif and Sunil Gupta, Brand Director of Reebok India, speak to us about the actress’s brand association with Reebok, her check-list when evaluating any brand endorsement and more

e4m by Misbaah Mansuri
Updated: Nov 1, 2019 1:21 PM

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In a bid to continue with its strategy to capitalise on celebrities and women buyers in India, fitness brand Reebok has roped in actress Katrina Kaif as its latest brand ambassador. Most recently, she was roped in as brand ambassador for Lenskart, Metro Shoes, Lino Perros handbags, Kalyan Jewelers, Tropicana, and L’Oreal Paris.

With over 20 brands in her kitty, the actress is estimated to be worth Rs 30 crores alone in brand endorsements. exchange4media caught up with Kaif and Sunil Gupta, Brand Director of Reebok India, who spoke to us about the actress’s brand association with Reebok and her check-list when evaluating any brand endorsement.

 Edited excerpts:

What got you excited about the brand association with Reebok?
Reebok serves as a motivation for me to be stronger every day and also gives me a platform to inspire people on their fitness journey.

Why does the brand resonate with you?
Fitness is an integral part of my life and to be associated with the best fitness brand struck the right chord with me.

What is your strategy/check-list when you evaluate any brand endorsement?
It's always been brands which I have believed in. The ones which I know walk the talk.

What is your take on the various regulations that put the onus on the brand endorser if anything were to go wrong with the product?
My legal team has shared a synopsis of the regulations with me. I look at regulation as a responsibility. I know that endorsing something wrong or making wrong claims can have consequences. So one must take appropriate precautions before signing up to endorse a brand.

What are your thoughts on Reebok's core brand philosophy?
Reebok believes in fitness as a means to a fitter, better life. I endorse that thought and live by it every single day.

We also spoke to Sunil Gupta, Brand Director, Reebok. 

Tell us about the various strategic growth initiatives planned for Reebok
At Reebok, we believe that through fitness, through movement, people will get better. And we want to help people become the best version of themselves. To that end, our focus is on developing the best in class products and building communities around fitness.

How will you leverage your brand ambassador. What are the various marketing activations planned with her?
Katrina is a fitness icon and she mirrors Reebok’s enthusiasm and dedication to fitness. Our first campaign with Katrina is an ode to womanhood and shows the myriad ways in which women harness their energy and enjoy being fit. We believe this will inspire even more women to start their fitness journey.

Which medium will the brand rely the most on in terms of its communication?
We are a digital-first brand and a significant portion of our spends are on digital platforms. 

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