Fitness brand Reebok is striving hard to make India a country of fitness freaks. This time the brand has got one of its ambassadors, and also Team India’s favourite cricket captain, Mahendra Singh Dhoni to mobilise Indians on the need for fitness. The cricketer is asking his fans to dedicate one hour everyday to get fit as part of the ‘1 hour of fitness’ movement.
“Give all your hours to the rest of your life. Give yourself this one hour. Because this one hour can change the rest of your life,” shares Dhoni in the new campaign for Reebok, for which he has also lent his name – “MSD4india’.
The launch timed well with the ICC Cricket World Cup 2015, when all eyes are on MSD, and every Indian wants to listen to every word he says. The digital leg is supported by a website ‘MSD4India’ where a visitor can sign up and get a customised workout plan. Each plan is based on individual fitness goals, lifestyle and dietary preferences for people from all walks of life. For those who commit an hour of fitness, there are exciting rewards on the way – Reebok shopping vouchers, customized work out and diet plan and three lucky people to get a personal meeting with Captain Dhoni!
Social media was leveraged well to drive traffic to the website. A teaser campaign involved fans to guess what MSD wanted from them. In the teaser video, the captain asks viewers for only one thing in return for everything that the country expects from him. Viewers were led to the campaign website to know more.
This was followed by the big reveal video. In this video, MSD talks about the one hour he wants from his fans and viewers and how that one hour will change their lives. It also has him sharing the hashtag #This1IsForMe.
The Facebook and Twitter pages of Reebok India worked hand-in-hand during the teaser and the launch phases. Content shared the videos as well as urged fans and cricket buffs to listen to Team India captain, while building social buzz around the campaign hashtag #This1IsForMe.
— Reebok India (@reebokindia) February 16, 2015
— Reebok India (@reebokindia) February 24, 2015
Follow the Captain but #This1IsforMe
Dhoni has been associated with Reebok ever since its ‘Live with Fire’ global campaign launched last year with the sole objective to change peoples’ opinion of fitness and how a fit life means a purposeful life. Beginning this year the fitness brand has been working really hard at making a fit India. It signed on India’s most popular bestselling author, Chetan Bhagat for ‘Reeboot 100’ – a 100-day transformation program with a diet and fitness plan designed for Bhagat. The writer has been working out religiously and sharing his progress with his fans on social media, which is more than 10 million young people from Facebook and Twitter combined.
Reebok’s MSD4India also has the same potential or even more, given the crazy cricket fanatics in the country. Participation, as always, has been incentivized with tangible prizes and the once-in-a-lifetime opportunity to meet Captain Cool himself!
Also, the choice of campaign hashtag #This1IsforMe reflects the energetic spirit the brand wants to instill in its fans, via the voice of Dhoni. Brand Reebok is actually walking the talk, while it forges its place as the fitness brand to look out for in India.