MAM
Reebok to launch “Live with Fire” campaign
Mumbai: Reebok is all set to launch its new, fully-integrated marketing campaign – “Live with Fire”, continuing the brand‘s mission to change how people perceive and experience fitness.
With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose – and inspire others to do the same.
In addition to featuring Reebok‘s core pillars of training and running, the campaign reinforces Reebok‘s commitment to women‘s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on walking.
The campaign builds off the brand‘s 2012 campaign, “The Sport of Fitness Has Arrived,” which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie.
Reebok India brand director Steve Mc Phereson said, “In a recent study we undertook to discover Fitness Trends with Indian consumers, it was found that while Indian males are actively pursuing running and “Gymming”, women were fulfilling their fitness needs through dance, yoga, aerobics and walking. The Reebok House of Fitness addresses all these categories and more through specially designed product and marketing. Through our attitude of Live with Fire we intend to ignite all of these categories and build sustainable success stories.”
“Live With Fire” campaign rolls out with a 360 degree launch plan covering TV, Out of Home, Digital, Print and Events and Activations.
Reebok‘s core technology product – Realflex – positioned as the ideal training footwear is the main product focus of the campaign which is scheduled to go live soon.
Reebok‘s new marketing campaign takes innovation a notch higher with exciting initiatives packed across all media tools. While the brand intends to cut the clutter through impactful and larger than life moving shoe cut-outs in outdoor and one-of-kind fitness activation on digital, it is also engaging the target audience through associations with gyms like Fitness First and Sport Fit by MSD.
Also, Reebok will be launching an Online Flash Mob “Ignite the Fitness Fire” – a mobile application that will encourage users to step into a Fitness Zone like Gyms/Parks and win rewards while competing with MS Dhoni and beating him in the challenge.
The app will be available on Apple and Android devices as well as online on Facebook.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
