Reebok India Challenges popular belief with #FitToFight 2017

Reebok India is back with yet another TVC for its #FitToFight campaign. Reebok brand ambassador Kangana Ranaut the #FitToFight 2017 TVC is inspiring the women to fight demons of eve-teasing.

The fitness and sports apparel brand through its meaningful campaigns has been working to shatter the beliefs that girls should fight as they do not fight. Through the series of campaigns Reebok has tried to send a message that a fit and strong girl can stand up against the ‘devil, and can fight for her dignity, her rights and her freedom’.

The latest one in the series of motivational videos shows Kangana persuading a girl to take heads on the roadside romeos who have been teasing her.

The campaign tries to shatter the belief that girls don’t fight. The video establishes that a woman is the warrior who needs to display her strength to conquer the adversities and threats.

With Girl’s Don’t Fight, Reebok is propelling women to be mentally, physically and socially fit. There has been a series of videos to inspire women to be fit to fight the challenges and demons of society.

Reebok India has a comprehensive integrated strategy to spread their #FitToFight message. Reebok’s facebook is entirely dedicated to this campaign.

Kangana has been an integral and central figure in the campaign. “Even after 11 years of being in this industry, I am constantly battling perceptions and misconceptions, and breaking stereotypes every single day. Therefore, I identify very strongly with Reebok’s FitToFight campaign and specially this year’s theme ‘Girls Don’t Fight’. Reebok has addressed two very topical issues, things that we as women have unfortunately encountered at some point in our lives. I believe that each woman has a story within herself – of hardships and hope, battles and strength, sorrows and faith – and I hope that through #FitToFight these stories get a platform for others to draw inspiration,” has quoted Kangana as saying.

The second edition of the campaign, themed ‘Girls Don’t Fight’, was announced by Silvia Tallon, Senior Director Brand Marketing. “I am proud to be a part of the Reebok family; being associated with a brand that celebrates the strength each woman carries within herself is indeed a matter of pride. FitToFight is a platform for each woman to share her personal story with the world – from her struggles to her victories. With Girls Don’t Fight we wanted to address social issues that will resonate with each woman at some level,” Silvia said.

The film is being aired nationwide since Friday, 15 September. The next film, to deal with the subject of inequality in pay, will be launched next month.