Reebok India, the leading sports brand is all set to tap the burgeoning women’s wear market with the launch of a women specific campaign titled ‘I am More’. Launched in the month of September, the campaign will be targeted at major metros like Delhi, Mumbai, Kolkata, Bangalore, Chennai and Hyderabad. The campaign advocates that a woman is truly multifaceted and can perform multi-dimensional roles that highlight the extension of one’s individuality beyond the stated personality.
Commenting on the launch Mr. Shamim Sajid, Director Marketing, Reebok India Company, said, “There is more to a woman than meets the eye. This forms the basis of our campaign and through this campaign Reebok wants to empower women and make the world take notice of their multiple facets. Currently, Reebok is the leader in the fitness category market with a market share of 51%. With the launch of the first-of-its kind women specific ‘I am More’ campaign, Reebok has re vamped its product strategy and aims to target the untapped women customer base and offer apparel for occasional usage like street wear , club wear and fitness wear.”
The all new ‘I am More’ campaign will include a mix of conventional media -print and OOH and digital media – internet and mobile. While the print campaign will be a three month activity the outdoors will be limited to a one month period. Featuring dance instructor -Isha Talwar, MTV Roadie – Bani and Fashion Model -Tammy, in the ‘I am More’ campaign, Reebok will reveal their new side as women who have more to their personality than just what is stated or perceived.
To further promote the campaign at the ground level, Reebok has tied up with Café Coffee Day outlets in Delhi, Bangalore and Mumbai for the “I am More” Contest, and the customers who Reebok feels embodies the campaign message will be given a gift voucher worth Rs.5000/- . Also, special side menu cards have been placed that highlight the essence of the ‘I am More’ campaign – “Eat right.stay in shape.and be more…that meets the eye”.
Reebok also plans to run an ‘I am More’ contest with a leading womens magazine wherein readers will send their real-life stories about how they are more than what they are perceived to be in whatever they do in their respective lives. The best entries will be featured in the next issue of the magazine.
As a part of their retail promotion schemes, Reebok would be giving out one of the four assured gifts i.e. a VLCC beauty and personal care voucher for Rs. 5000, Tanishq jewellery voucher for Rs. 5001/- , a 3 night and 4 day holiday voucher and a domestic air ticket voucher to any women customer who purchases Reebok merchandise worth Rs. 2000/- or more.
“The campaign laying emphasis on women, builds up the emotional connect with them,. Reebok’s vision for women is to be her best friend and empower her with products that help to fulfill her potential. Through these promotions and activities Reebok intends to know and reward the other unseen and talented side of women.” Mr. Sajid further added.
Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. The Company’s brand vision is fulfilling potential, its mission – Always challenge and lead through creativity. Reeboks brand values are authentic, individualistic, courageous, empowering, innovative and real. Reebok has introduced its internationally acclaimed fitness programs in India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. Reebok has trained and certified more than 900 trainers till now.