Launch its first ever TVC featuring MS Dhoni and Bipasha Basu

- Introducing the latest edition of HEXRIDE performance footwear -
New Delhi, May 28, 2009: For the first time ever, Reebok brand ambassadors, MS Dhoni & Bipasha Basu come together in a TV commercial showcasing the latest edition of HEXRIDE footwear from Reebok and sizzle the small screen with their never-seen-before chemistry.
The latest edition of HEXRIDE collection is available in 25 different models. HEXRIDE footwear features a unique hexagonal, honeycomb-style build which is one of the top strength to weight ratio constructions engineering can offer. While hexagons impart stability, the air-filled capsules offer cushioning which is the premium combination for an athlete’s foot in motion. The product benefit of stability combined with cushioning, which leads to a comfortable run, is highlighted in the film.
Reebok as a brand believes in “Making Fitness Fun” and intends to own this unique space in the hearts of the consumers. Through this TVC, Reebok captures the ‘fun’ in running, in line with Reebok’s global mission of making fitness fun again.
The TVC for HEXRIDE features MS Dhoni and Bipasha Basu in a fun-run, throwing playful challenges at each other while competing to reach the finish line first. The chemistry and playfulness between the Indian captain & the Bollywood heart throb is for all to see.
Subhinder Singh Prem, Managing Director, Reebok India Company said, “Marketing for us is about occupying the consumer’s heart space, not mind space. We do realize that contemporary India is a young nation with fitness being a necessary stimulant for a young mind and body. We also recognize the fact that a consumer will indulge more in an activity if he enjoys it. This thought forms the kernel of our ad. Our ad reinforces Reebok’s challenger approach to provide consumers with the choice to take the boredom out; and the fun in, its Your Move. The ad is simple, fun and most importantly a delight to watch. Just the way Bipasha and Dhoni have fun while running in our ad, we hope to encourage our consumers to smile as they sweat”.
He added “Bipasha and Dhoni are youth icons who reflect the aspirations of a young India, a fit India. Reebok is synonymous with fitness and we are proud to launch our world class technology – HEXRIDE through this ad”.
MS Dhoni said, “I find HEXRIDE footwear the best for training with its benefits of cushioning and stability. I wear it during our long practice sessions and it has become my personal favourite now. I believe in this technology and am really happy to be promoting such a world class technology for Reebok in India. Shooting for the ad was a lot of fun, not to mention running with a friend, which made the whole experience even more delightful.”
Added Bipasha Basu “I am a fitness freak and I love to indulge in various activities like jogging, running, working out to keep myself fit. I have experienced never-before comfort in running with this footwear. In fact, HEXRIDE is the best thing that happened to my running regime. The different colours in the shoes make it so much more fun! I am sure that all fitness enthusiasts will agree that if your running gear is comfortable and trendy, you will enjoy your run even more. And looking good doesn’t hurt either!”
The Director of the film, Mintoo Singh said, “It was a pleasure working with Dhoni & Bipasha as both of them are extremely fit and lead an active lifestyle. Shot in Hong Kong, the TVC captured the camaraderie and chemistry between the two while they raced against each other and had a lot of fun in the process.”