MAM
Reebok launches power-packed ad & marketing campaign
MUMBAI: Reebok has rolled out a new global advertising campaign — “I Am What I Am” — which embodies Reebok’s brand position – celebrating individuality and authenticity.
The new multi-faceted campaign links the brand’s marketing and advertising efforts under the “I Am What I Am” umbrella and supports the company’s mission to enroll global youth through sports, music and technology.
Reebok’s marketing blitzkrieg is being rolled out in India in April 2005, flawlessly integrating the message of “I Am What I Am” through an aggressive and consolidated marketing plan which includes – cinema, TVC, billboard advertising, strong retail presence, SMS and Internet activation and public relations.
Encouraging young people to embrace their own individuality by celebrating their contemporary heroes, is the underlying thought behind this campaign. These celebrated heroes who find a notable place for themselves in the creative expression of this campaign in India feature a line- up of diverse stars, which includes music icon 50 Cent, top athlete Allen Iverson, and Indian cricketers Rahul Dravid, Yuvraj Singh, Irfan Pathan and Harbhajan Singh.
Speaking at the launch of this global marketing campaign Reebok India Company managing director Subhinder Singh Prem said, “As a global leader of sportswear technology marketing to young consumers in the country, we recognise the struggle of today’s youth to both fit in and stand out as individuals in the society. Reebok, in its unique approach to speak to young consumers – by enrolling and celebrating contemporary icon, athlete and entertainers into this campaign, provides these youngsters with a genuine forum and a voice for self- expression and is therefore becoming both relevant and inspiring to them.”
“Through this campaign Reebok hopes to capture the hearts and minds of young people by creating a deep and genuine connection with youth culture. We want the world to know that ‘I Am What I Am’ is more than an ad campaign, rather it speaks to who Reebok truly is as a brand and it is an invitation for today’s youth to join in.,” he added.
The creative interpretation of the Indian campaign, which engages Dravid, Pathan, Yuvraj Singh and Harbhjan Singh, follows the same look, feel and theme as the global campaign.
The Dravid creative aptly reinforces his reputation of relentlessly outlasting any kind of bowling attack from the most aggressive opponent and solidly sticking at the crease till the opponent burns out. The visual of the Wall comes from the name given to him – The wall.
Pathan is considered by many, with reason, as the most talented swing and seam bowler to emerge from India since Kapil Dev. His instinct is not merely what to bowl to who and when, but also to keep learning new tricks. The creative captures his hunger to learn and his passion for the game, no matter what.
Yuvraj Singh’s greatest strength in his game is not his ability to send a good ball crashing to the fence, nor is it his ability to leap across the turf and pluck a ball out of the air – It is his confident swagger that sends out warning signals to even the world’s best. He is “hungry for runs” and plays a big game in a flamboyant style.
Harbhajan Singh represents the spirit of the new Indian cricketer exercising great command over the ball, with an ability to vary his length and pace, and turn the ball the other way. The creative embodies the true strength of the bowler as he gets swarmed with controversy over his bowling action.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
