MAM
Reebok’s new campaign chants ‘I am what I am’ mantra
MUMBAI: Reebok has announced a new global marketing and advertising campaign to cement its brand position — celebrating individuality and authenticity.
The I am what I am campaign will use icons like Allen Iverson, pop star Jay-Z and actress Lucy Liu
The multi-faceted campaign links all of the brand’s marketing and advertising efforts under the I am what I am umbrella. It will be supported by the company’s largest advertising spend in nearly a decade.
Created by New York advertising agency mcgarrybowen I am what I am launches globally later this month on TV, cinema, in key print publications and on billboards in cities such as New York, Los Angeles, Chicago, Paris, London and Tokyo. Speaking to Indiantelevision.com this afternoon McCann Erickson national creative director Prasoon Joshi said that in India promotional work on Reebok would begin in a month’s time.
The television spots debut during the NBA All-Star Game on 20 February, 2005, and the print ads hit in March publications. The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes including: music icons Jay-Z and 50 Cent; tennis ace Andy Roddick, Kelly Holmes, and basketball star Yao Ming; screen star Lucy Liu, skateboarder Stevie Williams, and soccer star Iker Casillas.
Elaborating further on the initiative Reebok’s global chief marketing officer Dennis Baldwin said, “The I am what I am campaign which celebrates authenticity and individuality is both relevant and inspiring for young consumers. We understand the struggle for today’s youth to both fit in and stand out as individuals. Through this campaign, we hope to encourage young people to find their own voice by celebrating contemporary icons who have accomplished their dreams by being true to themselves and following their own unique path to greatness.”
Marking the first advertising campaign that mcgarrybowen has created for Reebok, the I am what I am television ads feature portraits of authentic celebrities. Directed by director Jake Scott who is the son of film director Ridley Scott the spots reveal the essential truths of who the celebrities are away from the cameras. Shot by some of the world’s best photographers, the print and billboard ads feature portrait shots and
insightful quotes. The ads give each celebrity the opportunity to break through the fiction that surrounds their public persona.
Reebok VP global integrated marketing Brian Povinelli said, “We took a unique approach by enrolling the athletes and entertainers into a campaign that provides them with a genuine forum for self expression. We want the world to know that I am what I am is more than an ad campaign. It speaks to who Reebok truly is as a brand and it is an invitation for today’s youth to join in.”
On behalf of the celebrities who are participating in the I am what I am campaign, Reebok will make a donation to the charity of their choice, for a total company pledge of $1 million during the next 12 months.
In order to further support the movement to celebrate authenticity, Reebok will launch an online forum on www.rbk.com where consumers will have the opportunity to create their own I am what I am ads or nominate someone who they feel truly embodies the campaign message.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
