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Tag: Flite

  • Sanya Malhotra takes Flite forward with style in new Saatchi campaign

    Sanya Malhotra takes Flite forward with style in new Saatchi campaign

    MUMBAI: Bollywood’s Sanya Malhotra is putting her best foot forward, literally as the new face of Flite, India’s leading family fashion footwear brand from Relaxo. In a fresh campaign by Saatchi & Saatchi India, the actor breathes life into Flite’s iconic tagline, “Sar Utha, Kadam Badha”, repositioning the brand as more than everyday comfort, it’s a stride of confidence, ambition, and style.

    The campaign’s heart beats for the everyday achievers people who rise above modest beginnings and keep walking tall despite challenges. Sanya embodies this journey herself, reflecting the grit and determination of millions across India. The campaign film concludes with the rallying call of “Sar Utha, Kadam Badha”, positioning Flite as the stylish companion on this onward march.

    “It’s been a whirlwind journey down several new roads,” said Saatchi & Saatchi India chief creative officer Rohit Malkani. “From finding the right celebrity to creating a contemporary visual language, this narrative builds on the ethos but evolves it showcasing not just struggles, but Sanya’s grit and fashionable flair.”

    For Relaxo, the association signals more than celebrity endorsement. Relaxo Footwears Ltd VP for marketing Manoj Lalwani called it “the start of an exciting new chapter,” with a 360° campaign spanning digital, retail, and television to ensure deep consumer connect. “With ‘Har Kadam Stylish’ as your way of life and ‘Sar Utha Kadam Badha’ as your way forward, we’re confident this will spark strong resonance,” he added.

    Since winning the business in 2021, Saatchi has consistently evolved Flite’s brand language. Saatchi & Saatchi India head for North & East Hindol Purkayastha, noted that the new film leverages the strong recall of the tagline to reach younger audiences while cementing Flite as a design-led lifestyle choice.

    The campaign blends Flite’s comfort, durability, and contemporary design into a narrative of ambition. Rolling out across television and digital platforms, it reinforces the footwear’s role as a stylish partner in resilience and progress urging Indians everywhere to keep their heads high and steps bold.

  • Relaxo Footwears steps up for Mahakumbh Mela 2025

    Relaxo Footwears steps up for Mahakumbh Mela 2025

    MUMBAI: It’s hoping to make the journey for pilgrims and devotees to the MahaKumbh Mela a little more easy and comfortable –  on the feet. Footwear maker Relaxo Footwears  has announced its robust participation in the mela where millions of pilgrims and devotees have congregated.

    Recognising the physical demands of this sacred journey, Relaxo is providing comfortable, reliable, and stylish footwear for pilgrims traveling long distances, often on foot. Through its popular brands—Bahamas, Flite, and Sparx—Relaxo aims to support attendees with footwear that combines comfort, durability, and contemporary style.

    With strategically placed stalls and kiosks throughout the mela grounds, Relaxo  is offering  a wide range of options at attractive prices, ensuring easy access for festival-goers.

    “The Mahakumbh Mela is a celebration of faith and resilience, and it holds a special significance for us. We honour the devotion of millions of pilgrims and understand that reliable footwear is crucial for a comfortable experience,” said Relaxo Footwears VP & marketing head Sachin Chhabra. “Our participation is our way of supporting their spiritual path with high-quality, affordable footwear, allowing them to focus on the divinity of the occasion.”

    Relaxo’s involvement extends beyond product sales; the company is engaging in initiatives aimed at enhancing the event’s infrastructure. This includes branding community touch points such as police stations and hosting experiential marketing activities throughout the mela grounds, effectively blending tradition with modern outreach.

  • Relaxo Footwear recruits Vishal Pathania as head of digital marketing

    Relaxo Footwear recruits Vishal Pathania as head of digital marketing

    MUMBAI: Relaxo Footwear has roped in Vishal Pathania as assistant general manager – head of digital marketing & performance. He will lead digital marketing initiatives for iconic brands like Sparx, Bahamas, and Flite.

    With an experience of more than a decade. Pathania last worked for Hindware Home Innovation as senior  manager (lead)- digital/social/D2C & performance.  Prior to that he worked as lead manager – digital/PR/D2C & performance marketing at Timex group. He also has had a stint with Micromax Informatics.

    Pathania is excited about his new posting at Relaxo Footwear. “In today’s dynamic digital landscape, I aim to craft impactful campaigns and contribute to these brands’ continued growth and success,” he said on Linkedin.