fter an exciting Indo-Pak cricket series, Reebok is set to unleash some action this summer off the field with a handful of Indian cricketers and its largest marketing campaign in a decade. The company wants to link the brand�s marketing and advertising efforts under the "I Am What I Am" umbrella, support its mission to enroll global youth through sports, music and technology, and project itself as the brand for the young.

Rolled out in India last month, the campaign hopes to integrate the message of "I Am What I Am" through an aggressive marketing plan. Of the company�s Rs 400 crore expected turnover, it plans to spend Rs 25 crore on advertising, which would use various media vehicles like cinema, TVCs and billboard advertising, and create a strong retail presence for the product. "The idea behind this campaign is to encourage young people to embrace their individuality by celebrating contemporary heroes," says Subhinder Singh Prem, managing director, Reebok India. Reebok hopes to capture the hearts and minds of young people by forging a connection with the youth culture. Says Prem, "We want the world to know that "I Am What I Am" is more than an ad campaign. It speaks about what Reebok is all about as a brand, and it is an invitation for today�s youth to join in."... more