Reebok India was aiming to inspire the country to get ‘fit for life’. They wanted to communicate that fitness is for everyone, no matter who you are. But, how do you encourage everyone to take up fitness as a way of life?

There was a need for someone who didn’t need to look good yet had the charisma to motivate people. Thus, Chetan Bhagat, a best-selling Indian author, became the face of our campaign.

We kicked off the campaign by sharing intriguing content around keeping New Year resolutions on brand and Chetan’s social channels.

On January 1, at the stroke of the midnight hour, when the country was asleep, Chetan announced his New Year resolution to get fit in 100 days. And thus, Reeboot100 was launched, with a video of Chetan encouraging people to embrace fitness.

Furthermore, to boost interactions, people were asked to join Chetan’s mission by taking a fitness pledge at www.reeboot100.com. The most inspiring pledges were incentivized with fitness bands every day.

The Reeboot100 fitness program goes beyond being a one-time campaign; it’s a revolution where Reebok acts as a fitness enabler for the whole country. Its mass appeal and celebrity involvement led to the campaign being covered by some of the most quintessential publications like GQ India, Elle India, etc. and leading news portals like Indian Express, IBNLive and many others. Digital curators like Lighthouse Insights and Afaqs also featured articles calling the campaign a big success.

The prelude to the campaign kicked off with a teaser video on the campaign website www.msd4india.com, featuring Dhoni asking India to promise him one thing. One thing in return for everything he did or achieved for the country. The brand’s social channels encouraged fans to visit the website and submit their guess as to what the captain was asking for. The guesses even flowed on Twitter, with people sharing their responses with #MSD4India.

This was followed by the big reveal video, where Dhoni talked about the one hour he wants from everyone and how that one hour will change their lives. Brand’s social media channels were leveraged to build conversations and drive traffic to the website. Participation was incentivized with customized workout plans and once-in-a-lifetime opportunity to meet the man himself, Mahendra Singh Dhoni.

Reeboot100 encouraged the country to adopt fitness as part of their lifestyle like never before.

As far as the numbers are concerned, we achieved earned media worth INR 10.7 million and gained brand engagement worth 10.5 million. The campaign resulted in an overall increase in fan engagement by 797%.

Total impressions on Facebook and Twitter were 7.47 million and 1.92 million, respectively.

The campaign was covered by leading news and information portals like GQ India, Elle India, Times of India, Zee News, IBNLive, Lighthouse Insight, Afaqs, The Indian Express, Business Standards, India TV and many others. These PR stories further helped the campaign to reach the masses and establish Reebok as a fitness brand.