BWI: Reebok Gives Energy to Zigtech with New TV Advertising Campaign

Press release from Business Wire India
Source: Reebok
Saturday, October 16, 2010 11:38 AM IST (06:08 AM GMT)
Editors: General: Consumer interest, Entertainment, Lifestyle, Sports; Business: Advertising, PR & marketing, Business services, Media & entertainment, Sports
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Reebok Gives Energy to Zigtech with New TV Advertising Campaign
Cricket Stars MS Dhoni and Yuvraj Singh Appear in ZigTech Commercials

New Delhi, Delhi, India, Saturday, October 16, 2010 -- (Business Wire India) -- Reebok is all set to energize its iconic ZigTech shoe with two new television commercials featuring star cricketers MS Dhoni and Yuvraj Singh. The new commercials combine animation with live action to bring athletes' training regimens and personalities to life in a fun and unexpected manner. ZigTech ads are created under the brand's "Ree" marketing platform by DDB Berlin and produced by Logan. "Ree" is a fresh voice for the brand that remains true to the Reebok DNA and puts the brand in the center of the conversation and the creative.

Designed to transform each step into a wave of energy while giving athletes a soft and springy ride, ZigTech features a one-of-a-kind bottom unit constructed from innovative lightweight foam and engineered into a dramatic zig-zag shape. The energy transfer mechanism helps to reduce wear and tear by up to 20% on key leg muscles especially shins and hamstrings. The advertising campaign draws inspiration from this zig-zag shaped outsole to reinforce the benefits of ZigTech technology.

In the MS Dhoni spot, the cricketer runs from the rooftops of Mumbai and through street traffic, then jumps on a motorcycle and heads to the beach, where he fields and hits coconuts thrown by palm trees. In his spot, Yuvraj Singh jumps on a rope swing, dodges punching bags, and climbs up walls and through tunnels, all in a day of training - before driving off in a convertible.

Commenting on the occasion, Sajid Shamim, Director Sales and Marketing, Reebok India Company said, "Our attitude of joy in sports and fitness inspires everything we do from the products we create, to our marketing. Zigtech is a path breaking technology that has a unique energy transfer mechanism that helps in reducing stress by up to 20% on key leg muscles especially shins and hamstrings. The ZigTech commercials help to highlight the training regimes and personalities of Dhoni and Yuvraj in a fun and innovative manner. We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it's about the journey - about enjoying what you do. "

"With the ZigTech advertisements, we've leveraged the zig-zag - the iconic visual element from the product - and have created a whole animated world of fun and sport that is energized by this technology," said Subhinder Singh Prem, Managing Director, Reebok India Company. "ZigTech is intended to help today's athletes train harder and longer, so both spots naturally focus on MS Dhoni and Yuvraj Singh's training regimens - but they also include aspects of the athletes' off-pitch likes and personalities that provide an element of fun and discovery."

In addition to running ads on TV, the ZigTech campaign features print, digital, out-of-home, cinemas, below the line activation and in-store elements. The shoe will be available in 10 colours across Reebok stores and is priced at Rs 6999 and Rs 7999.You would also have an option of buying the shoe online at www.shop4reebok.com

About Reebok India

Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence and is the market leader with 950 exclusive stores. The company's brand vision is fulfilling potential, its mission - Always challenge and lead through creativity. Reebok has a 1000 member strong instructor alliance in India. Reebok supports its fun with fitness philosophy through their global tie-up with Cirque De Soleil for Jukari - Fit to Fly fitness program and in India with a fun Reebok Bollywood Workout launched in association with Modern Dance Guru Shiamak Davar. Reebok has an 8 year long partnership with ICC and is the official outfitter for 4 IPL teams. Reebok also supports athletes in tennis and is the official outfitter for top 3 soccer clubs and for Force India-India's F1 team. Reebok Juniors, Reebok Classics and Reebok women - exclusive concept stores are new ventures of Reebok in India. Reebok has an impressive list of brand ambassadors like Captain MS Dhoni, Actress Bipasha Basu and many others top cricketers. Reebok's brand values are authentic, individualistic, courageous, empowering, innovative and real.

To view the video, please click on the link below:

MS Dhoni TVC
For picture(s)/data to illustrate this release click below:

http://www.BusinessWireIndia.com/attachments/Reebok Zigtech Shoes- MS Dhoni TVC.mpeg
Reebok Zigtech Shoes- MS Dhoni TVC.mpeg


CONTACT DETAILS
Vaibhav Punj, Senior Brand Manager, Reebok India Company, +91 (124) 4124100, vaibhav.punj@reebok.com
Mohini Parmar, Management Associate, IPAN Hill & Knowlton, +91 (11) 42492111, mohini@ipanhillandknowlton.com

KEYWORDS
CONSUMER, ENTERTAINMENT, LIFESTYLE, SPORTS, MARKETING, BUSINESS SERVICES, MEDIA

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