MUMBAI — In time for the ICC World Cup, Reebok has rolled out a campaign to encourage India to get fit.
The campaign titled "One Hour" was conceptualized by L&K Saatchi & Saatchi and features Indian cricket team captain Mahendra Singh Dhoni.
The voice over for the film is provided by Dhoni himself. The film opens with Dhoni in a gym talking about the expectations the country has from him: "I was going to ask India for one thing. I want you to give me one hour – because if you want to change your life forever, you need only one hour. One hour, where you feel your legs burn, your heart pound, where you listen to your lungs begging you to stop and you’ll love every minute of it. This is the one-hour you tell the world there is no mountain you won’t climb and there is no race you won’t run. Give all your hours to the rest of your life, but give yourself this one-hour because this one-hour can change the rest of your life."
Charles Victor, NCD, L&K Saatchi & Saatchi, 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."
This article first appeared on campaignindia.in.