Published
Sep 21, 2017
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Reebok collaborates with Kangana Ranaut in new "fit to fight" campaign

Published
Sep 21, 2017

Reebok India’s new advertising campaign features their brand ambassador, the Bollywood star Kangana Ranaut, and again promotes the fight against gender-based violence.

Reebok India has re-launched its "Fit to Fight" campaign with Kangana Ranaut - Reebok India- Facebook


After a successful “Fit to Fight” campaign last year where Reebok India marketed their sportswear as part of a way for women to better themselves both physically and in terms of confidence, they have just come out with the second round of this campaign. In their new video, brand ambassador Kangana Ranaut again starts in a motivational sketch where she trains a young woman (played by Justine Rae Mellocastro) in self-defence which the woman later uses to defend herself against a group of three young men who are eve teasing her. Both women sport Reebok sportswear in the video and the brand is showing a message of female empowerment through physical training.

Kangana Ranaut gave a statement about the new campaign and said: “Even after 11 years of being in this industry, I am constantly battling perceptions and misconceptions, and breaking stereotypes every single day. Therefore, I identify very strongly with Reebok's Fit to Fight campaign and [e]specially this year's theme, ‘Girls Don’t Fight’.”

The Senior Director Brand Marketing for Reebok, Silvia Tallon, said about the brand’s aim for the campaign: “Fit to Fight is a platform for each woman to share her personal story with the world - from her struggles to her victories. With ‘Girls Don't Fight’ we wanted to address social issues that will resonate with each woman at some level.” In this way, Reebok aims to set itself from other sportswear labels bu setting up their clothing as just part of the bigger picture of female empowerment. 

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