Advertisement 2

Background-
Reebok India is focused on driving women's wellness in the nation and oN being the leading
women's fitness brand. With this advertisement, the brand propelled #BeMoreHuman
campaign which was an undertaking to motivate each Indian lady to be more; to be better -
physically, emotionally and socially. Kangana's story is a moving one and had the capacity to
inspire other women to turn out and be vocal about their stories and struggles as well. In
this manner brand attempted to recognize their battles and grant their achievements. "Fit to
Fight" venture was imparted to a huge number of women and encouraged others to break
limits and be achievers throughout life.
 Target:
Hard Social Fitness Enthusiasts
o Income: Middle-class and high income-class population.
o Age: 18 to 30 years
o Gender: For this inventive, emphasis is on Women with fitness and athletic
proclivity
 Creative Objective:
The goal behind this Advertisement is that of Permanency. The Brand keeps on
fortifying itself as an extreme fitness brand which takes into account a separated
array of target customers who have thorough and athletic sort of wellness slate.
This advertisement is more inclined towards Pragmatic School of advertisement, as
it gives insights about Indian women, their lifestyle and problems faced by them in
personal and professional life. All this done by taking the real story of a successful
Indian Film Artist as a representative
The brand has built not only consistency in purpose but also consistency in behavior
 Archetype:
This Advertisement has a Hero Archetype to impart the brand picture of Reebok as
solid, free and extreme. The promotion urges people to defeat their impediments
and be tireless to accomplish their objectives. While portraying the hero's excursion
of accomplishment it urges watchers to point higher and accomplish the equivalent.
The hero is indicated wearing the Reebok Apparels and Shoes all through various
shots, portraying her excursion of battle

 Media Medium:
Television and YouTube
 Communication Objective-
To fortify the message of #FitToFight and urge women to point and accomplish more
significant standards throughout everyday life. Through this imaginative campaign,
Reebok stands firm against the conviction that women don't fight. It evokes strong
emotional feelings such as Passion, Hunger and Drive which motivates customer to
buy the product
 Geographic Coverage:
 National
 Link- https://www.youtube.com/watch?v=UqUxnxB1D8g&feature=youtu.be

Print advertisement

Background-
Reebok was launching a fitness app as a major aspect of the campaign, which lets individuals
make bespoke exercises around five diverse wellness interests: walking, running, dance, yoga
and training. It was expected that the application will support the company's endeavours to
convince individuals to see staying in shape with the equivalent "energy" as they do
conventional sports. So, this advertisement went public to promote this cause.
 Target:
The main segment which focused in this communication are the fitness enthusiasts
who are ready to exceed limits and inculcate wellness program in their daily life.
They are mainly looking for middle- and high-income urban class population.
 Creative Objective:
The target of the campaign is to promote running as an enjoyment sport, relaxation
and an approach to vent out your feelings in a progressively gainful way, as it doesn't
require athletic characteristics for participation. It brings the enjoyment once again
into running and welcome purchasers of all athletic capacity to take part. Through this
campaign, Reebok is opposing the way contender brands position running as a 'Push-
the-Limits' optimal. It depicts regardless of what occur throughout everyday life or
what you are going through emotionally you can let it out of your system in a
beneficial way by running.
This particular advertisement is more based on a creative school of advertisement as
it portrayed running which is usually taken as a fitness exercise under a totally
different umbrella of expressing yourself
Here the advertisement was on a different path on which Reebok usually walks on.
The consistency in communication is broken but hasn’t affected the brand positioning
where the brand commonly worked upon empowering women but in this particular
one it worked upon never stop attitude.

 Archetype:
Moving from its appealing characteristics of being a hero, here the communication
portrayed the brand as a normal guy who is working hard to improve not only
physically but also emotionally. It showcased being perfect is not necessary and you
can do anything without having particular skillset
 Media Medium:
Social Media and Newspaper
 Communication Objective:
Reebok’s strategy behind this is to create and evolve a sport which involves the
consumer directly, and not involve them merely as ‘viewers’. The Reebok ‘Run Easy’
movement aims to redefine people’s perceptions about running as a sport merely for
 the fittest. In this way they enhanced their association with consumers of all levels of
athletic ability and promoted running as everyone’s sport
 Geographic Coverage:
National