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Reebok unveils the Delta with new 'Live with Fire' campaign

Conceptualised by McCann, the latest campaign promotes a fit lifestyle by using three youth icons – MS Dhoni, Nargis Fakhri and John Abraham – in a new avatar

Sohini Sen | Mumbai | May 2, 2014

Live-with-Fire Click on the image to watch the TVC.

As India becomes more fitness conscious, one of the biggest winners are sportswear brands. But brands must take the opportunity to bring out their differentiating factor. Reebok is trying to do just that, with their new campaign 'Live with Fire'. The campaign, incidentally, also marks the unveiling of their new brand mark – the Reebok Delta.

Conceptualised by McCann, the all-new TV commercial ‘Live with Fire’ was released across India on April 26, featuring three youth icons – MS Dhoni, Nargis Fakhri and John Abraham – taking part in various fitness activities and promoting an active lifestyle. The TVC was filmed in Malaysia.

Somdeb Basu Somdeb Basu

Somdeb Basu, Brand Director at Reebok India, said, “At Reebok, our mission is to empower people to be ‘fit for life’, but we don't want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger. This philosophy translates well in our new brand mark logo, Reebok Delta. We are thrilled to present three of our strongest assets in a never-seen-before avatar and are certain that their fitness moves will inspire people to embark on this new journey. Our creative visuals are interactive, inspirational and imaginative.”

The global campaign by the same name was launched in 2013 to highlight Reebok's principles of training, running and studio. The Indian version features the three stars from sports and movies who take to different activities in the city and promotes a healthy and fit lifestyle. Dhoni takes the technologically advanced Reebok ZQuick running shoes for a spin amidst traffic on a busy city road. John Abraham adds zing to regular ab crunches by doing them while hanging from the edge of a building; and actor Nargis Fakhri shows off her Zumba moves atop a towering building. The three are even shown to share screen space in a boxing ring. As the TVC ends, the voiceover declares ‘Reebok – Live with Fire’, while the three icons are shown walking out of a workout zone.

A spokesperson from McCann’s creative said, “The task was to make Reebok's positioning of ‘Live with Fire’ come alive with the use of icons like Dhoni, John and Nargis. And that's precisely why, while we kept the narration real, we mounted the film on an unprecedented visual scale. So, while the scale inspires you if you are a fitness enthusiast, the real narration makes you connect with the film.”

Expressing her excitement at the launch of the campaign, Nargis Fakhri said, “Reebok’s new brand campaign brings alive my passion for fitness. It was my first time with MS Dhoni and John Abraham, and together our enthusiasm and commitment to fitness was pumped to an all new level. I am excited to be a part of this campaign and enjoyed shooting for it in Malaysia.”

The new brand also mark gets unveiled with this campaign. The Delta inspires people to live their lives with passion, intent and purpose. The Reebok Delta has three distinct parts, each representing the physical, mental and social transformation that people experience through embracing an active lifestyle.

The TVC:

[youtube]https://www.youtube.com/watch?v=LJ1VXkEYrvw[/youtube]

Credits:

Creative Agency: McCann

Creative: Pradyuman Chauhan, Talha Nazim

Account Management: Sandeep Menghi, Alok Lall

Production House: Goodmorning films

Director: BOB

Sohini.Sen@bestmediainfo.com

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