Indiantelevision.com Team

(13 Sptember 2007 8:00 pm)

MUMBAI: Attempting to tap the women's sports wear market through a revamped strategy, Reebok India has launched a woman specific campaign titled 'I am More.'

The campaign advocates that a woman is truly multifaceted and can perform multi-dimensional roles that highlight the extension of one's individuality beyond the stated personality.

Commenting on the launch Reebok India Company director marketing Shamim Sajid said, "There is more to a woman than meets the eye. This forms the basis of our campaign and through this campaign Reebok wants to empower women and make the world take notice of their multiple facets."

The campaign will span Delhi, Mumbai, Kolkata, Bangalore, Chennai and Hyderabad.

The campaign will include a mix of conventional media -print and OOH and digital media - internet and mobile.

While the print campaign will be a three month activity, the outdoor campaign will be limited to a one month period. Featuring dance instructor - Isha Talwar, MTV Roadie - Bani and Fashion Model -Tammy, in the 'I am More' campaign.

"With the launch of the first-of-its kind women specific 'I am More' campaign, Reebok has revamped its product strategy and aims to target the untapped women customer base and offer apparel for occasional usage like street wear , club wear and fitness wear," added Sajid.

To further promote the campaign at the ground level, Reebok has tied up with Café Coffee Day outlets in Delhi, Bangalore and Mumbai for a contest. Customers that Reebok feels embodies the campaign message will be given a gift voucher worth Rs 5000.

As a part of their retail promotion schemes, Reebok would be giving out one of the four assured gifts from a VLCC beauty and personal care voucher for Rs. 5000, Tanishq jewellery voucher for Rs 5001, a three night and four day holiday voucher and a domestic air ticket voucher to any women customer who purchases Reebok merchandise worth Rs 2000 or more, states an official release.

"The campaign laying emphasis on women, builds up the emotional connect with them, Reebok's vision for women is to be her best friend and empower her with products that help to fulfill her potential. Through these promotions and activities Reebok intends to know and reward the other unseen and talented side of women," added Sajid.