Our goal is to showcase Reebok's new focus on sports & performance in India: Manoj Juneja

Reebok just launched the ‘I Am the New’ brand campaign in India with Taapsee Pannu and cricketer Suryakumar Yadav as brand ambassadors. The sports apparel company’s Chief Operating Officer Manoj Juneja spoke to exchange4media about how the company prepared for the campaign, the media mix and what lies ahead in the pipeline for Reebok.

Speaking about the campaign, Juneja says, “Reebok's latest campaign, 'I am the New,' represents our brand's fresh approach to the Indian market. This campaign is all about challenging people to view the playground in a new light and to embrace their unique identities. We have roped in Taapsee Pannu and Suryakumar yadav, two unconventional youth icons who have defied stereotypes to create a niche for themselves in their respective fields.

Through the new campaign, we want to encourage people to see the world differently and celebrate their individuality. And, through Taapsee and SKY we can inspire a new generation of athletes and fitness enthusiasts to push beyond their limits and achieve their goals. This campaign is just the beginning of our efforts to redefine the playing field and empower people to be their best selves.”

Juneja also goes on to explain in the conversation the strategy of the new campaign and how Reebok wanted to onboard two unique individuals who represent the brand ethos and have a strong connection with the youth of the country. “Secondly, our TVC, social media and PR tactics are all aligned with an objective to clearly communicate the campaign’s messaging.  Our aim is to inspire people to view the playground differently and embrace their unique identities, and we're confident that Taapsee and SKY will help us achieve this goal.”

Reebok has partnered with Jio Cinema to run the TVC during IPL 2023, followed by promotions on YouTube, Meta and ESPN CricInfo, a leading cricket news platform to initiate the campaign. They have also planned to do a lot more grassroot activations keeping in mind the philosophy and messaging of ‘I am the New’ campaign.

Juneja said that they don’t have any stipulated data in terms of the ROIs that they are looking for this campaign.  “Our main goal is to showcase Reebok's new focus on sports and performance in India, and to establish a deeper connection with our audience. Our primary focus for this campaign is on creating a lasting impact that resonates with our audience and sets us up for long-term success.”

Lastly, Juneja spoke about what’s in store for Reebok in India. “Reebok has a strong legacy in the sports industry, and with our new journey, Brand is progressing towards Sports, Performance & Lifestyle. The new Reebok will have wider product range relevant to Indian consumers, not only to athletes or sports enthusiast but fulfilling common people’s sports and fitness needs. We are aiming to reclaim, Reebok's position as a leading brand in the sports industry. We're committed to providing our customers with the best products and experiences, and we're excited about the possibilities that are ahead as we continue to evolve and grow as a brand.”