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Kanika Mittal

Reebok India
Head - Marketing and Brand Communications

Kanika Mittal took up the role as Marketing Head of Reebok India at the definitive moment when the brand positioned itself as the fitness initiators and authenticators of India. With a healthy challenge ahead of her, she undertook her role with a single minded approach to innovate and introduce fresh ideas in every aspect of business and deliver success on key marketing and related business KPIs. Some of these initiatives included Reebok’s massive brand campaign featuring 3 fitness icons – MS Dhoni, John Abraham and Nargis Fakri to reinforce the fitness positioning , the digital innovation ‘Ignite your Fitness Fire’ and a successful global launch for Reebok’s latest technology – The Reebok ZQuick. Her leadership also led to clutter breaking Media, Retail, Events, OOH concepts with PR & Digital playing a key role in orchestrating the reach and engagement quotient of various marketing programs. She undertook John Abraham and Nargis Fakhri as the fitness ambassadors for Reebok India and leveraged them in a whole new avatar. More recently in the Fall of 2015 she also landed India’s first ever reality fitness show in association with MTV called Reebok MTV Ultimate Fitness Fan and managed to deliver a PR value of in excess of 13 crore in one year alone. She also led a cross functional team to deliver targeted comp growth for key stores, took initiatives to improve the sell-in processes and worked steadfastly towards reinventing the consumer interface @ retail for the brand.  Kanika started her professional journey with Tata Teleservices Ltd. ten years ago where she was awarded a ‘Star Employee’ before moving to Reebok in 2009. Her commitment, passion to learn and ability to deliver on multiple facets made her a fast tracker within the company with 3 promotions in 5 years. Over the last 8 years as part of the Marketing team at Reebok, Kanika has had a range of incredible results across the Communications mandate including Integrated Marketing, Corporate Communications and PR, Research, Product launches and transitioning to a new positioning for the brand. Kanika has many successful 360 degree campaigns under her belt including the explosive and successful ‘Live with Fire’ TV campaign,  Flexercise, the ZQuick Campaign, the women focused EasyTone campaign, the campaign which transformed Reebok into a fitness brand – CrossFit and RealFlex and the memorable Bipasha Basu & MS Dhoni  HEXRIDE campaign etc. Notable associations handled by her include Reebok and Indian Idol, Reebok with Chetan Bhagat and movies like GOAL, Patiala House, ABCD 2 amongst others. Her work at Reebok has been much awarded in the form of - The ABBYs award, Exchange4Media Award and the Campaign India Digital Award for EasyTone Digital Campaign in 2010, The Exchange4Media ((IODSA) Award and OAC Awards for EasyTone and Zigtech OOH Campaign in 2011, The EMVIES for Reebok’s partnership with the movie GOAL. In addition Reebok was voted the 9th Most Exciting Brand by Brand Equity across all categories during her tenure, a turnaround she accomplished with her team. Under her leadership Reebok has also been credited as the category topper across independent consumer surveys like India’s Most Trusted, India’s Most Attractive, Most Popular Youth brand etc. As a professional, Kanika is insightful, hands-on, and believes in managing her team by empowering them. She has a team of five that reports into her for Communications & PR, Digital & Social, Activations, Retail Marketing, Media & Research. Kanika completed her Bachelors in Commerce from Shri Ram College, Delhi University followed by a 2 year MBA from MICA wherein she majored in Brand Management and ranked in top 10% of her batch. She is now a regular guest speaker/ panelist in forums like the DMAI, India Loyalty Enclave, Quest for Consumer Engagement, Exchange4 Media summits and is an avid writer in her free time.