Kangana Ranaut in Reebok’s #FitToFight campaign
After the successful launch of the second edition of #FitToFight campaign last month, where the brand became the voice against eve-teasing, Reebok is back to target another key issue – inequality in pay.
According to a recent report by Accenture, the gender pay gap in the country is clearly evident with men earning 67% more than their women counterparts. To address a striking problem faced by women across strata and be the voice that empowers them, acknowledging their role and contribution in the workplace, Reebok India and brand ambassador Kangana have joined hands.
Watch the TVC:
Kangana Ranaut X Reebok | Equal Pay #GirlsD̶o̶n̶t̶FightEqual effort. Equal Pay! When your performance is at par, why not your pay? Time to roar and get the lion’s share, because #GirlsD̶o̶n̶t̶Fight! #FitToFight Advertiser: Reebok India
Posted by CreativSoulz – Jobs & Portfolios on 27 ऑक्टोबर 2017
Gender stereotypes have been prevalent in the society for decades now and continue to be a part of the deep rooted mental orthodoxy. The fight against which requires mental fitness to persevere and stand up for get what is rightfully theirs.
Speaking on the issue and #FitToFight campaign, Silvia Tallon, senior marketing director, Reebok India, said, “Reebok encourages one to be physically, socially and mentally fit in their lives. As a women first brand, It is imperative for us to address challenging issues and situations faced by women in society. Through our hard-hitting film on inequality in pay, we are supporting the woman who is vocal in demanding her right and fights for equality. Our aim is to encourage women to draw their inner strength and confidence and not stand down in face of challenges; but own them and win them over. I am positive the voice of Reebok will give women the strength to speak up and ask for what is rightfully theirs, without any hesitation or self-doubt.”
Talking about this harsh reality, many industry stalwarts have voiced their strong opinions on the existing scenario (of inequality in pay) in the past. Actor Shahrukh Khan was quoted as saying that “Women actors work five times harder and get paid 10 times less than men (in Bollywood)”. Echoing a similar sentiment, Chairman and CEO of PepsiCo, Indra Nooyi said “We (women) clawed our way into this revolution at workplace…we have to have equal treatment.” While Squash star Dipika Pallikal had boycotted the National Squash Championship last year, protesting unequal prize money for men and women.
Sharing her thoughts, Kangana Ranaut, brand ambassador, Reebok India said, “I have personally experienced inequality on the professional front, on several occasions, and have fought my way up the ladder, to stand shoulder to shoulder with my male counterparts. I identify very strongly with Reebok’s FitToFight campaign and especially with this year’s theme of ‘Girls Don’t Fight’.”
Concluding with a powerful message ‘Fight more, Be more Human’, the film is a call to all women to be fearless in the face of adversity.