Reebok India launches Studio campaign with Nargis Fakhri

The Studio campaign engages consumers at every touchpoint and encourages them to adopt the philosophy of 'Fit for Life'

BestMediaInfo Bureau | Delhi | December 27, 2013

Strengthening its commitment to women's fitness in the country, Reebok India has launched its first ever brand campaign for the studio collection/category with actress, fitness enthusiast and its women's fitness ambassador Nargis Fakhri. The Reebok Studio Collection is an innovative line of products focused on dance, aerobics and yoga designed especially for women consumers. The studio collection boasts of everything right from the super comfortable fabrics to bold electric prints, and is designed to enable the complete fluidity of movements.

From unique marketing and advertising initiatives to large-scale digital outreach, the Studio campaign engages consumers at every touchpoint and encourages them to adopt the philosophy of 'Fit for Life'.

Key elements of the Studio campaign include the Best Fitness Friend (BFF) digital campaign, large-scale marketing tie-ups as well as larger-than-life OOH initiatives. In addition to this, the brand has also launched a behind-the-scenes video of Nargis Fakhri shooting for the studio collection.

Speaking at the launch of the one of the biggest campaigns for the brand in the country, Somdeb Basu, Brand Director, Reebok India, said, “The Women's Fitness market is a significant market for us, and women have emerged as important players in the overall fitness category. We are pleased to bring the women fitness enthusiasts of India this larger-than-life Studio campaign with our fit and fabulous brand ambassador, Nargis Fakhri. Through this campaign, we aim to reach out to more and more women, inspire them to adopt fitness as an integral part of their daily lifestyle and support them on their journey of being 'Fit for Life.'”

Your new BFF in town!

The BFF – Best Fitness Friend – campaign is an exciting programme designed to offer young women fitness fanatics a platform to ignite their fitness fire along with Nargis who plays the role of a motivator. The campaign is based on the belief that when one works out with a friend, they push themselves to give their 100 per cent to every workout. As part of this engagement platform, every consumer who registers online receives a daily morning wakeup call from Nargis, who then helps them plan their daily workout, diets and much more – promising her support at every step of the way, just like a true best friend does. The overall programme revolves around yoga, aerobics, and a lot of dancing, all key elements of the studio category.

Find out more about the Best Fitness Friend program at: http://reebokbestfitnessfriend.com/

Advertising and marketing initiatives

Reebok India has taken up a cluster of billboards along the popular 5 km Gurgaon-Faridabad toll road stretch, a first for retail brands in the country. Starting 5 km before the toll, the billboards boast attractive displays of the new and exciting studio collection, and continue along the stretch till the toll plaza. Through such an initiative, the brand aims to create top-of-the-mind recall for the brand amongst consumers using the particular stretch, and ultimately drive more customers into Reebok stores in the region.

Sneak peek into Nargis Fakhri's fitness mantra

The brand has also released a sneak peek into the making of the campaign with exclusive 'behind-the-scenes' moments with Nargis during the Studio campaign shoot. The actress is seen at her enthusiastic best, truly enjoying herself, sporting the attractive yet comfortable apparel and footwear from the Studio collection.

To know more about this campaign please visit

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