Featuring Kangana Ranaut, the campaign is all about unleashing the fighter inside every Indian woman.
She crosses an eerie lane while going back home at midnight. A group of men stand by the sidewalk, undressing her mentally as they stare with unblinking eyes. Her fists clench. Fight or flight – what is she going to do?
Years of flawed social conditioning slowly whisper in the back of her head,
“Look down. Don’t look at them in the eye.”
“Don’t react if they pass any comments or wolf whistle.”
“Don’t fight back.”
How many times have you heard the same voice go off in your head? Not only in cases of eve-teasing but even otherwise. An argument at home, a fight on the playground, an election on the college campus, a debate in a classroom, or an opinion in a conference room.
“Girls, don’t fight. They are not fit to fight back,” the stereotype keeps echoing no matter what the situation.
But why shouldn’t girls fight back? Nothing should stop them – they are strong, brave, and willing to break all taboos that surround them.
This is the spirit that Reebok’s latest campaign ‘FitToFight’ talks about. Featuring Kangana Ranaut, the campaign is all about unleashing the fighter suppressed inside every Indian woman. It’s about bringing out the strength inside them so they can take control of their lives and not be scared of any situation.
Read more: Triple Talaq: Meet the Women Who Took the Fight All the Way to the Supreme Court
Inspiring every Indian woman to bring out her latent inner strength, Kangana encourages them to fight back. “You may not have done this before. So make it a reason to do it all the more,” she says, metaphorically playing the inner strength of the protagonist in the film.
Step up. Speak Up. No more frowning, toughen up and train yourself. Gone are the days when damsels in distress awaited to be rescued. You are your own hero. Be your own hero!
The next time a little voice in your head tells you to back down, remember her words,
“#GirlsFight. They are #FitToFight. Are you ready to fight more and be more?”
Ever been in a situation where you had to fight for yourself. Let us know about your act of bravery in the comments below. You can also share your story on social media with #fittofight or write to firstname.lastname@example.org