Continuing its global mission to change how people perceive and experience fitness, Reebok India announced the launch of its new, fully-integrated marketing campaign – "Live with Fire". Featuring the most iconic fitness trio – M.S.Dhoni, Nargis Fakhri and John Abraham, the campaign encourages people to stay ‘fit for life’ through a series of cult activities.
The “Live with Fire” campaign was globally rolled out in 2013 and highlights Reebok’s core pillars of Training, Running and Studio. Being customized to the Indian market, the new 360 degree campaign focuses on celebrating people whose lives have been transformed through their active lifestyle and aims at pushing them beyond their set goals. Shot at Kuala Lumpur, Malaysia, the TVC captures the passion of M.S.Dhoni, Nargis Fakhri and John Abraham against the backdrop of a pulsating city life.
The all-new TV commercial will be released across India on April 26th, 2014 and features the three assets in exciting and never-before-seen avatars. M.S. Dhoni takes the technologically advanced Reebok ZQuick running shoes for a spin amidst traffic on a busy road in the city and also undertakes the challenging and adventurous Spartan race while shooting for the campaign. John Abraham adds a wow factor to regular ab crunches by doing them while hanging from the edge of a building and Nargis Fakhri amazes viewers with her sassy and spunky Zumba moves atop a towering building.
Conveying his support for the campaign, M.S. Dhoni commented, “Being a sportsperson, fitness is an integral part of my everyday life, and something that I truly enjoy. It has always been great to partner with Reebok for their campaigns, and I truly look forward to this exciting new campaign with John and Nargis.
“I think we make a great team together, and our experience of working together has been fantastic. The audiences will see a never-seen-before chemistry between the three of us and I hope that the consumers connect with our passion for fitness, and ultimately imbibe it in their lives.”
Expressing her excitement at the launch of the campaign, Nargis Fakhri said, “Reebok’s new brand campaign brings alive my passion for fitness. It was my first time with M.S.Dhoni and John Abraham, and together our enthusiasm and commitment to fitness was pumped to an all new level. I am excited to be a part of this campaign and enjoyed shooting for it in Malaysia. I hope that the audiences like it just as much as we enjoyed working on it, and are thereby motivated to adopt a healthy and active lifestyle.”