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Reebok brings in Dhoni to spark a fitness movement

Conceptualised by L&K Saatchi & Saatchi, Reebok’s MSD4India campaign sees the Indian cricket captain asking fans to devote one hour a day to get fit

BestMediaInfo Bureau | Mumbai | February 20, 2015

MS-Dhoni-Reebok Click on the image to watch the TVC.

Reebok has got onto the bandwagon of everyday fitness for everyone with its MSD4India campaign featuring Indian cricket team captain MS Dhoni. The campaign, which was launched with a teaser film – ‘Guess what MSD wants’ – released online, has been followed with a film featuring the cricketer asking his fans to dedicate one hour everyday to get fit as part of the ‘1 hour of fitness’ movement.

The new fitness drive is aimed towards aspiring people to dedicate one hour from their busy schedules to get fit and adopt a better and healthier lifestyle.

Somdeb Basu Somdeb Basu

Commenting on the campaign, Somdeb Basu, Brand Director, Reebok India, said, “This is not a campaign. I would call this a movement to ‘change lives’. We wanted to do something that would connect with millions of people across the country, and inspire Indians to be Fit for Life. Ours is a unique nation that reacts equally well towards candle vigils or ice bucket challenges. We come out in support of each other, which is a great thing, but what about when it comes to our own selves? And that is how this idea was born. We truly hope that we are successful in gaining support for this ‘fitness movement’, and make our vision of a ‘Fit India’ a reality.”

Charles Victor Charles Victor

Sharing his thoughts on the campaign, Charles Victor, National Creative Director, L&K Saatchi & Saatchi, said, “When we are thinking about fitness, it is usually the sportspersons that we think about. This time around, we wanted to target regular people who get caught up with their everyday lives and claim to have no time for being fit. We couldn’t have got a better face than Dhoni for this campaign. He embodies someone who is doing things for the country, and when he requests fans to take an hour for them to be fit, it is bound to resonate with the viewers.”

The website, www.msd4india.com, created as part of the campaign, features customised fitness schedules to diet plans and people will have access to all that they need to get started on their fitness goals. Each plan is based on individual fitness goals, lifestyle and dietary preferences for people from all walks of life.

The TVCs:




Client: Reebok

Creative Agency: L&K Saatchi & Saatchi

Creative team: L&K Saatchi & Saatchi

Manager Films: Vijay Vigamal

Planning: Bhaskar Bateja

Production House: No If No But

Director: Rahul Kale

Producer: Raghu Iyer

Music: Rooshin Dalal


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