MAM
Reebok India’s new global marketing campaign
NEW DELHI: Reebok India announced the launch of its new global marketing campaign “Wear the Vector. Outperform.” The largest media blitzkrieg from Reebok ever, this campaign integrates the message of Outperformance through an aggressive and consolidated marketing plan, which includes TVC, cinema, press and in-store activities.
The highlight of this campaign which is the spectacular TV commercials, with both Indian and International Reebok endorsed sports icons, has been on air from 8 October, during the India-New Zealand-Australia cricket series.
Internationally, Reebok launched the “Wear the Vector. Outperform” campaign on 23 August at the 2003 World track and Field Championship in Paris. The launch included a riveting advertising spot with some of the worlds’ leading athletes representing Reebok’s strong heritage in sports, performance products and credentials.
The 60 second “Wear the Vector. Outperform” commercial produced by Ridley Scott Associates (RSA) (Gladiator movie fame) features American tennis phenomenon Andy Roddick, famed US football player Ray Lewis, Russian world renowned gymnast Alexei Nemov as well as Iverson, Giggs and Kluft. Each of these athletes is shown working their way upto the moment of outperformance in their individual capacities, wearing the Reebok Vector. The passion prowess and drive of these athletes defines the spirit behind this campaign.
Speaking on the launch of the “Wear the Vector. Outperform campaign” Reebok India Company Managing Director Subhinder Singh Prem said, “The campaign reinstates Reebok’s most definite recognition of athletic performance. The company’s symbol of sports authenticity and technology – the Vector, finds a stronger focus than ever before. And with this we establish an iconic connection of the Vector with the brand name.”
The essence of outperformance is aptly captured in the Indian context, using some of the country’s leading sports athlete. In India, Reebok owns the high ground in cricket with some top-of-the-line endorsements with cricketing sensations like Rahul Dravid, Yuvraj Singh, Mohammed Kaif and Dinesh Mongia, as well as with promising young athletes like Gautam Gambhir, Amit Misra and Ambati Thirupathi Rayadu.
Reiterating the spirit of outperformance in tennis, Reebok has entered into a three-year tie-up with the All India Tennis Association as the “Official Kit Sponsor” for the Davis Cup and the Federation Cup teams, both in the senior and junior levels. Reebok is also the “Official Kit Sponsor” for the East Bengal Football Club.
Capturing the company’s belief in sports and outperformance, Reebok’s newest marketing campaign pays tribute to the spirit of Outperformance at various levels.
Brands
Viraj Bahl backs kids care brand Awenest after Shark Tank India pitch
Startup eyes Rs 30 crore next year as toxin conscious kids care demand rises
MUMBAI: Kids home and personal care startup Awenest is riding a wave of growing demand for toxin conscious products designed specifically for children, and it has now found a backer in Veeba founder Viraj Bahl after featuring on Shark Tank India.
The brand, which focuses on routine based care products for children, has quickly built a Rs 3.5 crore business and is now targeting Rs 10 crore in revenue in FY26. The momentum has prompted the startup to set an even bigger goal of Rs 30 crore in the next fiscal year as it scales distribution and launches new products.
Awenest’s growth has been steady. The company reported net sales of Rs 1.6 crore in FY24, which rose to Rs 3.52 crore in FY25. In the current financial year so far, the brand has already clocked Rs 2.8 crore in revenue and expects to close FY26 with Rs 10 crore in net sales.
The business has also strengthened its margins while expanding sales. Gross margins have climbed from around 50 percent in FY25 to nearly 65 percent year to date, while the brand touched a monthly run rate of about Rs 70 lakh in October 2025.
Founded by Kinshuk, Atul and Jahangir, Awenest is positioning itself around a simple idea: children need products designed for their routines, not diluted versions of adult formulations. The founders say the children’s home and personal care category in India represents a Rs 30,000 crore opportunity.
Kinshuk, an alumnus of IIM Bangalore, previously managed businesses with revenues exceeding Rs 3,000 crore. Atul, an alumnus of IIM Lucknow, brings experience in marketing and digital growth, including scaling platforms with more than 10 million subscribers. Jahangir leads operations and has handled P and L responsibilities across businesses worth over Rs 2,500 crore.
The startup’s appearance on Shark Tank India gave it a national spotlight, where its routine led approach to children’s care products attracted interest from the panel and led to an investment offer from Bahl.
Even before the show, Awenest had been quietly gaining traction online. Several of its products have emerged as top sellers on Amazon, reflecting rising interest among parents looking for safer everyday products for children.
The company follows a digital first distribution strategy. Around 45 per cent of its sales come from Amazon, while another 45 per cent comes from quick commerce platforms such as Blinkit and other q commerce channels. Modern trade currently contributes about 3 per cent of revenue, though the company expects this to grow as it expands its retail footprint.
The idea behind Awenest stems from how childhood routines have evolved. With children moving between school, activities and indoor environments, the founders believe many everyday products expose them to hidden toxins, allergens and harsh chemicals.
Awenest aims to address that gap with products designed for children’s daily routines using non allergenic ingredients, while still delivering performance that parents expect.
With fresh visibility from Shark Tank India and backing from Viraj Bahl, the startup is now preparing for its next phase of growth by widening its presence in modern trade, strengthening quick commerce distribution and rolling out new products tailored to children’s everyday routines.
