L&K Saatchi & Saatchi enlists MS Dhoni to ask India to spare an hour in new tvc for Reebok

L&K Saatchi & Saatchi has conceptualized and created the latest tvc for Reebok’s One Hour Campaign with MS Dhoni, captain of the Indian Cricket team, to create a movement to get India fit. The spot targets not just athletes and sports peope but every Indian to so spare ‘One Hour’ to get fit.

The insight was that everyone always complains about not having time. And when you think about it, you just need one hour every day to get fit. The creative execution borrowed on MSD’s role as a leader. And when you are a leader, there are numerous demands made on you. Here’s an icon like MSD now making a demand on India.

VIEW THE TEASER

VIEW THE SPOT

The teaser ran online and asked people to guess what MSD wants. After all the guesses made, the final reveal was made, where MSD asks India to give him one hour. (msd4india.com) The link has the teaser films at the bottom as well.

Charles Victor, National Creative Director said, “When it comes to getting fit, we all have a million excuses, don’t we? And time (or the lack of it) is one of the biggest excuses we all make. So we actually sat back and tried to think about where time goes…and we realised we give all our hours away to so many other things. Getting fit was about just giving ourselves one hour. And that’s where the idea came from…that this one hour can change the rest of your life. And having MSD partner this idea was great…because he does reflect this idea completely!”

Somdeb Basu, Brand Director at Reebok India commented, “This is not a campaign. I would call this a movement to “change lives”. We wanted to do something that would connect with millions of people across the country, and inspire Indians to be Fit for Life.  Ours is a unique nation that reacts equally well towards candle vigils or ice bucket challenges. We come out in support of each other which is a great thing but what about when it comes to our own self? And that is how this idea was borne. M.S. Dhoni was the perfect choice for such an idea, because of the immense respect and love he has garnered from India over the years, and his embodiment of Reebok’s ‘Fit for Life’ philosophy. We truly hope that we are successful in gaining support for this ‘fitness movement’, and make our vision of a ‘Fit India’ a reality.”

Credits –

Music: Rooshin Dalal