| Speaking at the launch of this global
marketing campaign Reebok India Company managing director Subhinder
Singh Prem said, "As a global leader of sportswear technology
marketing to young consumers in the country, we recognise the struggle
of today's youth to both fit in and stand out as individuals in the
society. Reebok, in its unique approach to speak to young consumers
- by enrolling and celebrating contemporary icon, athlete and entertainers
into this campaign, provides these youngsters with a genuine forum
and a voice for self- expression and is therefore becoming both relevant
and inspiring to them."
"Through this campaign Reebok hopes to capture the hearts
and minds of young people by creating a deep and genuine connection
with youth culture. We want the world to know that 'I Am What I
Am' is more than an ad campaign, rather it speaks to who Reebok
truly is as a brand and it is an invitation for today's youth to
join in.," he added.
The creative interpretation of the Indian campaign, which engages
Dravid, Pathan, Yuvraj Singh and Harbhjan Singh, follows the same
look, feel and theme as the global campaign.
The Dravid creative aptly reinforces his reputation of relentlessly
outlasting any kind of bowling attack from the most aggressive opponent
and solidly sticking at the crease till the opponent burns out.
The visual of the Wall comes from the name given to him - The wall.
Pathan is considered by many, with reason, as the most talented
swing and seam bowler to emerge from India since Kapil Dev. His
instinct is not merely what to bowl to who and when, but also to
keep learning new tricks. The creative captures his hunger to learn
and his passion for the game, no matter what.
Yuvraj Singh's greatest strength in his game is not his ability
to send a good ball crashing to the fence, nor is it his ability
to leap across the turf and pluck a ball out of the air - It is
his confident swagger that sends out warning signals to even the
world's best. He is "hungry for runs" and plays a big
game in a flamboyant style.
Harbhajan Singh represents the spirit of the new Indian cricketer
exercising great command over the ball, with an ability to vary
his length and pace, and turn the ball the other way. The creative
embodies the true strength of the bowler as he gets swarmed with
controversy over his bowling action.
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