MAM
Reebok signs John Abraham as brand ambassador
BENGALURU: Global premium fitness brand Reebok announced an association with Bollywood actor John Abraham as its new brand ambassador.
With this association the brand aims at involving more and more people in the drive towards fitness. With John Abraham leading the movement and marketing communication aimed at demystifying the fitness science and inspiring Indians to move, the brands feels that it has cracked the right recipe for success.
Sources at Reebok says that it is all set to launch a novel festival season campaign with John Abraham for their running and training gear which will be packaged and designed to inspire Indian consumers to take up fitness as a lifestyle. This association with John Abraham is yet another marketing initiative that Reebok has unleashed to drive home the core differentiators of the brand and its global fitness positioning.
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Talking about the association, Adidas Group India managing director Erick Haskell said, “Reebok has solid plans in the fitness sphere and we want to give our consumers a never before fitness experience at every touch point. John Abraham is the perfect embodiment of our fitness philosophy, we are very excited to partner with him and together take our commitment to fitness to the next level. He has inspired the youth of this country to inculcate fitness as a part of their lifestyle and we want to further accelerate the same through our association with him, our exceptional product offering, multiple retail touch points and innovative marketing.”
John Abraham said, “Reebok has a strong heritage in fitness and so do I. In the case of Reebok, I am proud to say that I will not just be a brand ambassador but that I will embody the very spirit of this association. Stay tuned for some really exciting stuff that I will be doing with Reebok soon.”
Reebok, as a sports and fitness brand, has sharpened its positioning as a brand that will offer a complete fitness experience to consumers. From specialised products across all fitness categories to the revolutionary retail destination called Fit Hub, Reebok is set to redefine how consumers perceive fitness and make it more accessible.
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
