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Reebok ropes in M S Dhoni to get India fitter

Reebok’s latest campaign – ‘ Reebok One Hour’ seeks to create a movement to get India fit. Being a sport brand is quite a responsibility. It’s not just about athletes and sports persons but the common man as well. The insight of the campaign was that everyone always complains about not having time. And when you think about it,  it just needs one hour every day to get fit.

“When it comes to getting fit, we all have a million excuses, don’t we? And time (or the lack of it) is one of the biggest excuses we all make. So we actually sat back and tried to think about where time goes…and we realised we give all our hours away to so many other things. Getting fit was about just giving ourselves one hour. And that’s where the idea came from…that this one hour can change the rest of your life. And having MSD partner this idea was great…because he does reflect this idea completely,” said Charles Victor, National Creative Director of L&K Saatchi & Saatchi.

The creative execution borrowed on Mahendra Singh Dhoni’s (MSD) role as a leader. When someone is a leader, there are numerous demands made on him. Here’s an icon like MSD now making a demand on India.

Simply put, the outcome is to get India fitter. The teaser ran online and asked people to guess what MSD wants. After all the guesses made, the final reveal was made, where MSD asks India to give him one hour. It was an online initiative with television presence as well.

“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 self? And that is how this idea was born,” said Somdeb Basu, Brand Director at Reebok India.

“M.S. Dhoni was the perfect choice for such an idea, because of the immense respect and love he has garnered from India over the years, and his embodiment of Reebok’s ‘Fit for Life’ philosophy. We truly hope that we are successful in gaining support for this ‘fitness movement’, and make our vision of a ‘Fit India’ a reality,” he added.

Agency: L&K Saatchi & Saatchi
Creative team: L&K Saatchi & Saatchi
Planning: Bhaskar Bateja
Manager Films: Vijay Vigamal
Production House: No If No But
Director: Rahul Kale
Producer: Raghu Iyer
Music: Rooshin Dalal