Reebok unveils inspirational #LiveWithFire ad campaign

25 Apr,2014

By A Correspondent


Continuing its global mission to change how people perceive and experience fitness, Reebok India announced the launch of its new, fully-integrated marketing campaign – “Live with Fire”. Featuring the fitness trio of MS Dhoni, Nargis Fakhri and John Abraham, the campaign encourages people to stay ‘fit for life’ through a series of cult activities.


The “Live with Fire” campaign was globally rolled out in 2013 and highlights Reebok’s core pillars of Training, Running and Studio. Being customized to the Indian market, the new 360 degree campaign focuses on celebrating people whose lives have been transformed through their active lifestyle and aims at pushing them beyond their set goals.


The TV commercial will be released across India on April 26, 2014. MS Dhoni takes the technologically advanced Reebok ZQuick running shoes for a spin amidst traffic on a busy road in the city and also undertakes the challenging and adventurous Spartan race while shooting for the campaign. John Abraham adds a wow factor to regular ab crunches by doing them while hanging from the edge of a building and Nargis Fakhri amazes viewers with her sassy and spunky Zumba moves atop a towering building.


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!”


With this campaign, Reebok officially unveils the new brand mark – Reebok Delta, and 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.


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