Reebok India launches 'live with fire' campaign

Featuring the 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 in 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 Apr 26.

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 said, "Being a sports person, 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."

Dhoni added, "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."

Commenting on his association with Reebok for this new campaign, John Abraham said, "I am delighted to be associating with Reebok for the launch of their new ‘Live with Fire’ brand campaign. This campaign is truly unique, and will give consumers the chance to see each of us – Nargis, Dhoni and myself at our fitness best."

Abraham added, "Dhoni and I have been friends for several years now, and I am really happy that Reebok gave us the opportunity to work together on this campaign. We had an absolute blast in shooting for it, and I look forward to working on more campaigns with him in the future."

Speaking at the launch Somdeb Basu, Brand Director at Reebok India said, "At Reebok, our mission is to empower people to be ‘fit for life’, but we don't want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger."

Basu added, "This philosophy translates well in our new brand mark logo – Reebok Delta. We are thrilled to present three of our strongest assets in a never-seen-before ‘avatar’ and are certain that their fitness moves will inspire people to embark on this new journey. Our creative visuals are interactive, inspirational and imaginative!"

With this campaign, Reebok officially unveiled the new brand mark – Reebok Delta, and inspires people to live their lives with passion, intent and purpose.

The Reebok Delta has three distinct parts, each representing the physical, mental and social transformation that people experience through embracing an active lifestyle.