IMC GROUP ASSIGNMENT

Submitted By – Group 8 (SECTION C)

 Mehak Gupta (190103079)

 Kripal Singh Shekhawat
(190103072)
 Mustafa Hita (190103083)
 Kaustabh Risodkar (190103069)
 Pranshu Bhutada (190103100)
 Kanika Tomar (190103065)
Reebok
Advertisement 1

Background-
Isobar, the digital agency from Dentsu Aegis Network that handles the advanced answers for
Reebok India, discharged an intriguing campaign – #BruisesCanBeGood on International
Women's Day. Propelled with a social trial, the campaign offers a convincing expression on
cultural insights. #BruisesCanBeGood uncovers the cruel reality and the common attitude of the
general public by including a genuine audience of commoners. By featuring the commonness,
the crusade means to build up the requirement for self-defence instructions since early age.
Including a real combat artist as the protagonist, the social examination further underlines the
brand's overall communication for women – #FitToFight. It highlights the need of self-defence
classes in schools and colleges and put focus on its theme of being fit and be more human
 Target Group:
Reebok is attempting to set up itself as the brand concentrated on the women's fitness
market.
 Creative Objective:
The objective behind this Advertisement is to spread a strong social message regarding
the societal perception about certain aspects of Women’s life and Reaffirm the Robust
and Strong Brand Image of Reebok through it.
The advertisement is Creative- pragmatist as it forces us to think and challenges the
norms by hitting on the stereotypes which it effortlessly caters through its creative side.
On the other hand, it shows how Indian audience is biased with opinions and how their
judgment changes with alterations in demographics, giving us data insights.
The brand has built not only consistency in purpose but also consistency in behavior
 Archetype:
Reebok's advertisement features the ‘Hero’ archetype and focuses on defeating
inadequacies, pushing limits and accomplishing great heights. Brands in this archetype
seem to be frontrunners and doers. The common topics in their interaction incorporates:
growth, willpower, speed, and performance. They frequently highlight that there is a need
to complete things effectively or need to change the world for better living.
The advertisement portrayed the need for independence and change.
 Media Medium:
Television and YouTube
 Communication Objective:
It features the need for self-protection classes in schools and universities and centered
around the subject of being fit and being progressively human.
 Geographic Coverage:
National
  Involvement:
High involvement falling in the second grid of the FCB matrix with the feel emotion
predominantly.
 Link- https://youtu.be/-Qf2CdoElcc

Advertisement 2

Background-
Reebok India is focused on driving women's wellness in the nation and oN being the leading
women's fitness brand. With this advertisement, the brand propelled #BeMoreHuman campaign
which was an undertaking to motivate each Indian lady to be more; to be better - physically,
emotionally and socially. Kangana's story is a moving one and had the capacity to inspire other
women to turn out and be vocal about their stories and struggles as well. In this manner brand
attempted to recognize their battles and grant their achievements. "Fit to Fight" venture was
imparted to a huge number of women and encouraged others to break limits and be achievers
throughout life.
 Target:
Hard Social Fitness Enthusiasts
o Income: Middle-class and high income-class population.
o Age: 18 to 30 years
o Gender: For this inventive, emphasis is on Women with fitness and athletic
proclivity
 Creative Objective:
The goal behind this Advertisement is that of Permanency. The Brand keeps on fortifying
itself as an extreme fitness brand which takes into account a separated array of target
customers who have thorough and athletic sort of wellness slate.
This advertisement is more inclined towards Pragmatic School of advertisement, as it
gives insights about Indian women, their lifestyle and problems faced by them in personal
and professional life. All this done by taking the real story of a successful Indian Film Artist
as a representative
The brand has built not only consistency in purpose but also consistency in behavior
 Archetype:
This Advertisement has a Hero Archetype to impart the brand picture of Reebok as solid,
free and extreme. The promotion urges people to defeat their impediments and be
tireless to accomplish their objectives. While portraying the hero's excursion of
accomplishment it urges watchers to point higher and accomplish the equivalent. The
hero is indicated wearing the Reebok Apparels and Shoes all through various shots,
portraying her excursion of battle
  Media Medium:
Television and YouTube
 Communication Objective-
To fortify the message of #FitToFight and urge women to point and accomplish more
significant standards throughout everyday life. Through this imaginative campaign,
Reebok stands firm against the conviction that women don't fight. It evokes strong
emotional feelings such as Passion, Hunger and Drive which motivates customer to buy
the product
 Geographic Coverage:
National
 Link- https://www.youtube.com/watch?v=UqUxnxB1D8g&feature=youtu.be

Print advertisement

Background-
Reebok was launching a fitness app as a major aspect of the campaign, which lets individuals make
bespoke exercises around five diverse wellness interests: walking, running, dance, yoga and
training. It was expected that the application will support the company's endeavours to convince
individuals to see staying in shape with the equivalent "energy" as they do conventional sports.
So, this advertisement went public to promote this cause.
 Target:
The main segment which focused in this communication are the fitness enthusiasts who
are ready to exceed limits and inculcate wellness program in their daily life. They are
mainly looking for middle- and high-income urban class population.
 Creative Objective:
The target of the campaign is to promote running as an enjoyment sport, relaxation and an
approach to vent out your feelings in a progressively gainful way, as it doesn't require
athletic characteristics for participation. It brings the enjoyment once again into running
and welcome purchasers of all athletic capacity to take part. Through this campaign,
Reebok is opposing the way contender brands position running as a 'Push-the-Limits'
optimal. It depicts regardless of what occur throughout everyday life or what you are going
through emotionally you can let it out of your system in a beneficial way by running.
This particular advertisement is more based on a creative school of advertisement as it
portrayed running which is usually taken as a fitness exercise under a totally different
umbrella of expressing yourself
Here the advertisement was on a different path on which Reebok usually walks on. The
consistency in communication is broken but hasn’t affected the brand positioning where
the brand commonly worked upon empowering women but in this particular one it worked
upon never stop attitude.
 Archetype:
Moving from its appealing characteristics of being a hero, here the communication
portrayed the brand as a normal guy who is working hard to improve not only physically
but also emotionally. It showcased being perfect is not necessary and you can do anything
without having particular skillset
 Media Medium:
Social Media and Newspaper
 Communication Objective:
Reebok’s strategy behind this is to create and evolve a sport which involves the consumer
directly, and not involve them merely as ‘viewers’. The Reebok ‘Run Easy’ movement
aims to redefine people’s perceptions about running as a sport merely for the fittest. In this
way they enhanced their association with consumers of all levels of athletic ability and
promoted running as everyone’s sport
 Geographic Coverage:
National
Competitor: Nike
Advertisement 1
Background
Ad Campaign: “Dream Crazier”
The Ad-Campaign “Dream Crazier” created by the advertising agency, Wieden + Kennnedy
Portland showcases some prominent female athletes and how they celebrate their achievements.
The narration of the ad campaign is voiced by Tennis Star, Serena Williams. Here the word “crazy”
was used to show critics what crazy can accomplish. The commercial ends with the tagline- “Show
them what crazy can do. It’s only crazy until you do it. “Nike, Just Do It”. With this ad campaign,
they are trying to send an empowering and inspiring message to their audience. With feminism
and women empowerment being some of the most talked-about terms of the recent days, the ad is
in perfect alignment with the current target group’s emotions and rationale.

 Creative Objective:
The main objective of this advertisement is to spread a strong social message regarding the
empowerment of women and achieving equal rights for men and women. With this, they
are trying to show for what brand values Nike stands for apart from the services the product
provides.
 Target Market:
Here Nike is targeting millennials and GenZ as most millennials and GenZ consumers view
brands as a platform to bring about societal change just like any other form of media by
taking a stand on social and political issues. With this advertisement, they are trying to
target people in the age group from 20 – 40 years of age.
 Archetype:
Nike follows the Hero archetype in their communication. The values of the brand are
energy, discipline, focus, and ambitiousness. And, as a hero proves its worth with difficult
action, this ad campaign also shows how women can also empower themselves by
dreaming crazy and dare to become one. The theme of this advertisement is to keep pushing
crazily for victory even in the most difficult of situations, just like a hero pushes for victory
 Media Medium:
YouTube, TV, Instagram, and Twitter
 Geographic Coverage:
Global
 Involvement:
High involvement falling in the second grid of the FCB matrix with the feel emotion
predominantly
 Link – https://www.youtube.com/watch?v=whpJ19RJ4JY
Advertisement 2:

Background
Ad Campaign: “Equality”

Nike developed the ‘Equality’ campaign with the help of Wieden + Kenedy, an American
advertising agency. The advertisement featured renowned athletes like LeBron James, Serena
Williams, Kevin Durant and Megan Rapinoe. The campaign was perfectly in sync with ‘Black
History Month’ in February and was on the heels of Nike’s association with ‘The National Mentor
Partnership’ and ‘PeacePlayer International’, which were two community driven organizations
recognized for uniting divided communities. The official statement from Nike said that “The
campaign was designed to take the respect and fairness they see on the field and translate it off the
field”.

 Target Audience:
The campaign targeted audiences across Demographics and Psychographics. Like most
Nike ads, the age demographic Nike focussed on was 15-40 years old. However, with this
particular campaign, Nike particularly targeted Ethnic demographics. A lot of emphasis
was laid on equality between races and encouraging people from all ethnicities and races
to come on board.
In context to Psychographics, the ad featured or persuading people with the right values
and attitudes to take the fairness into the real world. The ad also targeted leaders and people
wanting to see change.

 Creative Objective:
The objective with this campaign was to promote equality amongst everyone and establish
Nike as a brand which cares about social issues and cuts right through them. The campaign
also visualized how athletes are united on the field and racial barriers play no role at all in
the field of sports, with the narrator saying “ If we can be equals here, we can be equals
everywhere”. Nike also offered equality t-shirts and shoes from its annual Black History
Month collection which supports the aforementioned two partner organizations.

 Archetype:
Nike’s advertisements portray the brand in the ‘Hero’ archetype. This is further
substantiated with this campaign. The ‘Hero’ archetype is all about rising to the challenge,
overcoming hindrances, achieving certain objectives and inspiring others. The
advertisement emphasizes on individuals breaking the racial barriers, endorsing equality
and making a difference. The athletes used in the campaign imbibe the feeling of inspiring
others to overcome the odds and achieving equality by crossing boundaries
 Media Medium:
Television, YouTube and BillBoards
  Communication Objective:
The communication objective was to take the power of sport and use it as a common
background to bring people of all ethnicities together.
 Geographic Coverage:
International
 Involvement:
Affective (High involvement and Feel involvement for the consumer with the action being
in the second grid of the FCB matrix)
 Link- https://youtu.be/DWsUrMfDaG4

Conclusion:

Reebok Nike
Archetype Hero Hero

Positioning World’s primary fitness brand World’s best manufacturer

of innovative footwear and
performance enhancing
apparel
Selling Point CrossFit is their main selling point Cool look in all types of
shoes and apparel is their
main selling point
Advertisement Empowerment and invoking Action Social Values
Focus