MUMBAI: Reebok has rolled out a new global advertising campaign -- "I Am What I Am" -- which embodies Reebok's brand position - celebrating individuality and authenticity.
The new multi-faceted campaign links the brand's marketing and advertising efforts under the "I Am What I Am" umbrella and supports the company's mission to enroll global youth through sports, music and technology.
Reebok's marketing blitzkrieg is being rolled out in India in April 2005, flawlessly integrating the message of "I Am What I Am" through an aggressive and consolidated marketing plan which includes - cinema, TVC, billboard advertising, strong retail presence, SMS and Internet activation and public relations.
Encouraging young people to embrace their own individuality by celebrating their contemporary heroes, is the underlying thought behind this campaign. These celebrated heroes who find a notable place for themselves in the creative expression of this campaign in India feature a line- up of diverse stars, which includes music icon 50 Cent, top athlete Allen Iverson, and Indian cricketers Rahul Dravid, Yuvraj Singh, Irfan Pathan and Harbhajan Singh.
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.
