Commemorating International Women's Day, fitness brand Reebok has released its global film 'Mom' in India. Continuing its momentum from last year's launch of the FitToFight campaign, the iconic movie celebrates the inherent, indomitable strength of womanhood and is further endorsed with an empowering message from Kangana Ranaut in the beginning.
The film begins with a young girl admiring her mother's heels and exploring her mother's wardrobe. As she opens different shoe boxes, she discovers a series of photographs that show her a completely different side of her mom.
She sees her mom lifting heavy weights, climbing ropes, flipping tyres and training in pouring rain..showcasing another level of toughness. She gets so inspired that she chooses her Mom's Crossfit Nano shoes over the stylish heels.
And therein lies a powerful message - the choice that the little girl makes. The message is for women to become tougher, to choose the tougher path, to pick the tougher option. By ditching the heels for the trainers, the daughter shows her that is now believes that tough is also beautiful.
Concluding with a call to women to share their inspiring journey, the video highlights how inspiration starts at home and that the right inspiration can motivate and impact the next generation.
Speaking about the film, Silvia Tallon, Senior Marketing Director, Reebok India, says, 'Reebok believes in the power of tapping one's full potential and FitToFight celebrates each unique struggle breaking physical, social and mental barriers. 'Mom' takes this spirit one step ahead with the baton being carried forward by the next generation, encouraging them to be bold and face challenges head on with will power just like their mothers. On the special occasion of International Women's Day, we stand with those countless women who have battled odds and triumphed.'
The first edition of FitToFight witnessed a tremendous response from women who shared their personal life stories of struggle, determination, passion and eventual victory.
The unsung women heroes were recognized at an award ceremony where the brand felicitated them with ambassador Kangana Ranaut.
In its second year running, Reebok has taken its FitToFight platform to the next level and is inviting mothers and daughters to send in their stories in order to inspire many others.
Reebok will release the film on television and will invite women to share their FitToFight story with the brand. If you have an inspiring story to share, log in at http://www.fittofight.in/ to become the next torch bearer!