The women's fitness narrative in India is dominated by a singular, elitist narrative. That the purpose of fitness = a slim, sexy body. But in a largely conservative and patriarchal society this narrow narrative doesn't just alienate ordinary women from fitness and fitness brands, it also contributes to the trend of 'objectifying' the perfect female body

If Reebok could take a higher stand on fitness, it wouldn't just meet its business and brand objectives, but could also play a role in making a real difference in the lives of ordinary women

At the heart of brand Reebok lies the belief that fitness helps people prepare for the big battles of life by making them MENTALLY tough. Therefore, the brand decided to shift the Indian narrative from fitness- to 'fightness'. And so was born the 'fit to fight' campaign

On international women's day 2016, we went live with a TVC and a social media campaign. The TVC was centered around Kangana's struggles in fighting gender prejudices and how working out gave her the spine to fight back.

But a celebrity ambassador was just one component of our strategy. We realized that the best way to engage with ordinary women, was through other ordinary women.

Therefore, a specially created website called 'FitToFight.in' acted as the central hub of this campaign. Kangana encouraged women to share their 'fightness' stories on this website.

We then chose the most inspiring ones and made separate films that were then seeded back into the campaign.

A novel aspect of the campaign was the dual use of both English and Hindi by the 2 sets of ambassadors, to cut across all audiences

We then instituted an annual award to honor the most inspiring stories

The campaign helped revitalize Reebok in the women's fitness apparel category like never before

The brand saw a massive 58% in women's training apparel in one year's time. No other factor other than the campaign could account for such a jump. This range had been the main thrust of the campaign and the strongest proof of success

There was also a 56% jump in range off-take across Reebok merchandise. (This refers to the total range of merchandise available at Reebok). What this showed was that there had been a positive-rub-off on all categories available at Reebok and not just women's training apparel

ISOBAR audited engagement data

-Brand engagement on International Women’s Day- #fittofight was top trending

-On March 8 alone the handle reached 6.7 million over our initial target of 5 million

-Got 3.3 million video views

-Garnered a grand 19 million digital reach

-On ecommerce, achieved 18 million reach