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Tag: Hindol Purkayastha

  • 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.

  • Fedex delivers a big hit with cricket-themed ad campaign

    Fedex delivers a big hit with cricket-themed ad campaign

    MUMBAI: When it comes to logistics, some deliveries are best left to the pros, especially if your courier of choice happens to be a cricketer! That’s the cheeky premise behind Fedex’s latest brand film, The Shipment, created by Saatchi & Saatchi India. Starring Joburg Super Kings’ Faf du Plessis, Devon Conway, and Sibonelo Makhanya, the campaign blends humour with purpose to showcase Fedex’s reliability. Through their comically flawed delivery attempts, the ad underscores the logistics giant’s commitment to empowering SMEs with seamless global shipping solutions.

    “Fedex plays a vital role in empowering SMEs,” said Fedex vice president of marketing and air network for middle east, Indian Subcontinent, and Africa Nitin Navneet Tatiwala. “With our speed, expertise, and global reach, entrepreneurs can trust us to deliver their products seamlessly.”

    Saatchi & Saatchi India, no stranger to cricket-themed storytelling, crafted a campaign that blends sports fandom with brand messaging in a way that sticks. “We threw out over 20 ideas before locking in the final three,” said Saatchi & Saatchi India chief creative officer Rohit Malkani. “From start to finish, it was an absolute riot! Roopali’s direction and Aman’s music were the perfect finishing touches.”

    Saatchi & Saatchi India head of north and east Hindol Purkayastha added, “Cricket fans remember content that stands out. This campaign isn’t just engaging, it’s delivering results in international markets. And we’re just getting started!”

    Blending cricket, comedy, and commerce, the ad highlights how Fedex is the go-to logistics partner for South Africa’s small and medium enterprises (SMEs). The film follows an ambitious SME owner, Sibusiso, who struggles to get his products delivered on time. Enter three Joburg Super Kings (JSK) cricketers, each attempting bizarre, unconventional shipping methods—with predictably disastrous results. Whether it’s hurling packages like a fast bowler or getting creative with unorthodox deliveries, the message is clear: some things are best left to the experts.

  • Captain Steel partners with L&K Saatchi & Saatchi for the creative and digital media mandate

    Captain Steel partners with L&K Saatchi & Saatchi for the creative and digital media mandate

    Mumbai: L&K Saatchi & Saatchi has won the media mandate for Captain Steel India Ltd, a leading TMT  bar producer. The account will be serviced from the agency’s Kolkata office.

    This collaboration marks a significant step forward in Captain Steel’s mission to enhance its brand presence and expand its reach across the country. As part of this partnership, the agency will be responsible for managing Captain Steel’s mainline and digital creatives, as well as its digital media solutions. This holistic approach aims to leverage the agency’s expertise to develop captivating narratives that resonate with the target audience and drive brand recognition.

    L&K Saatchi & Saatchi Jt national creative director Rohit Malkani said, “When one of the fastest growing TMT bar manufacturers was looking out for an agency to partner them to create a national footprint, it was an opportunity we couldn’t wait to sink our teeth into.  Captain Steel is one of the most visible brands in the East with a legendary brand ambassador and huge ambitions. We are delighted to win this opportunity to get them to where they want  to be.”

    Captain Steel director Avinash Agarwalla expressed, “Captain Steel is a brand that has carved its niche in Eastern India, Assam, Tripura. Our focus is to strengthen and expand our footprints across India. We wanted an agency partner that provides strategic thinking combined with creative solutions to augment the brand value and volume. With L&K Saatchi  & Saatchi onboard, we are looking to create a difference in this highly cluttered marketplace.”

    L&K Saatchi  & Saatchi executive vice president and business head (North & East) Hindol Purkayastha added, “Captain Steel has been at the forefront in the TMT segment and their presence through distribution and marketing is truly enviable. We are indeed delighted to have the opportunity to partner with the brand’s ambitious growth trajectory. L&K Saatchi &  Saatchi Kolkata has been strengthening its presence last few years and is truly invigorated to be able to add value to Captain Steel. What is most rewarding is the digital journey that will focus on key influencers and consumers alike. The brand is clear on taking significant strides  in the market, and that is an exciting challenge for us.”

    Captain Steel India Ltd is one of the leading TMT bar producers manufacturing TMT rebars,  TMT rings, wires and nails. With a strong network of over 5000 trade partners, it is one of the fastest growing TMT manufacturers, expanding footprints to multiple states across the country including Eastern India in Jharkhand, Bihar, West Bengal, Assam, Odissa, Tripura and certain parts of Uttar Pradesh.