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Tag: Liberty Shoes

  • Collective Creative Labs and Liberty Shoes unite for a new campaign

    Collective Creative Labs and Liberty Shoes unite for a new campaign

    Mumbai: Collective Creative Lab’s latest campaign for Liberty Shoes “Mera Joota Hindustani” captures the essence of Indian pride and ownership for Liberty’s latest launch of graphic sneakers. Rooted in the Swadeshi concept, this campaign resonates with an audience that has a strong preference for homegrown brands over international ones, a sentiment we’ve leveraged to great effect.

    Set against the backdrop of Independence Day, the film showcases Liberty’s new range of shoes in a vibrant, celebratory environment. Collective Creative Labs has brought together people from various age groups, with a focus on the youth of India, to celebrate the rich diversity of cultures that make up our nation and the shared pride in being Hindustani.

    Five artists MC Square, Riar Saab, Shilpa Rao, Karan Kanchan, and Killa K were brought onboard. The music, produced and composed by Karan Kanchan, is an infectious, groovy track that unites these talented musicians in creating a phenomenal song. Collective Creative Labs took the reins of this campaign’s creative production, crafting a visually striking world that embodies the India of today, leaving the audience with a powerful message: being desi is undeniably cool. Collective Creative Labs is the production arm of Collective Artists Network, India’s pop culture marketplace.

    Collective Artists Network co-founder and chief revenue officer Sudeep Subash commented, “At Collective Artists Network, our mission is to be at the forefront of pop culture, and  ‘Mera Joota Hindustani’ campaign is a perfect example of that. We ensure we’re not just creating impactful campaigns, but also utilising an entire flywheel of Collective offerings that will create a lasting impact for our brand partners.”

    Liberty Shoes head of marketing Barun Prabhakar said, “Mera Joota Hindustani is more than just a campaign—it’s a celebration of our roots, our individuality, and the vibrant spirit of Indian youth. By blending new age instances with a strong Swadeshi narrative, we’ve crafted a campaign that resonates with a new generation, empowering them to wear their identity with pride. Working with Collective Artists Network has been a pleasure where we could package the entire project right from music, talents and creative production, all under one roof and create an impactful campaign.”

    Collective Creative Labs business head Sanjana Jain explained, “Pop culture drives today’s marketing, and our recent Liberty Shoes campaign proves how creativity and cultural relevance can hit the mark. At Collective, we’re your go-to for all things pop culture, offering brands fresh and unique solutions that truly stand out.”

    Prachaar Communications founder Rakshit Jain said, “Creating the ‘Mera Joota Hindustani’ campaign was a testament to the power of synergy. Collective Artists Network helped bring this vision to life by seamlessly integrating talent, music, creative production and execution. Partnering with Collective, we crafted a campaign that not only celebrates our Indian identity but also resonates with the youth in a way that’s truly viral.”

    Director & DOP Nikunj Singh shared, “I envisioned an extravagant and celebratory piece that captures the spirit of our nation, where celebration serves as a unifying force amidst our diversity. Keeping this vision in mind during the conceptualisation phase, Collaborating with Collective Artists Network helped blend the finest elements with subtle quirks to breathe life into the project.”

  • Liberty Shoes collaborates with Indian Olympic Association as ceremonial footwear partner for Indian contingent of Asian Games

    Liberty Shoes collaborates with Indian Olympic Association as ceremonial footwear partner for Indian contingent of Asian Games

    Mumbai: In a momentous announcement, the Indian Olympic Association (IOA) unveiled the highly-anticipated official ceremonial attire and playing gear for the Indian contingent set to compete at the forthcoming 2023 Asian Games. The event is scheduled to take place in Hangzhou, China, from 23 September to 8 October.

    During this significant occasion, Liberty Shoes, a renowned Indian footwear brand, proudly declared its partnership with the Indian Olympics Association (IOA) as the official ceremonial footwear sponsor for the Indian contingent participating in the Asian Games 2023. With more than 600 Indian athletes poised to make their mark in China, the ambitious goal of securing 100 medals, the highest ever, looms large.

    On the occasion, Liberty officials said, “We are thrilled to be named the official footwear partner for this momentous event. The footwear, conceptualized and meticulously designed by Liberty Shoes, not only signifies our partnership but also embodies our pride in our athletes. The entire Liberty Shoes family is confident that the historic performances by Team India will result in the highest-ever medal tally at Hangzhou.”

    This exciting partnership between Liberty Shoes and the Indian Olympic Association not only marks a significant moment for the brand but also highlights the unwavering support and commitment towards India’s sporting excellence on the international stage. With the Asian Games 2023 just around the corner, the nation eagerly anticipates the stellar performances of its athletes, proudly adorned in Liberty Shoes’ specially crafted footwear.

  • Liberty Shoes unveils innovative NitPro collection

    Liberty Shoes unveils innovative NitPro collection

    Mumbai: Renowned for its trailblazing initiatives in the footwear industry, Liberty Shoes, a prominent Indian footwear brand, has introduced its latest collection NitPro, as an integral facet of its esteemed athleisure sub-brand, Leap7x.

    Liberty Shoes boasts a diverse range of sub-brands, with the popular athleisure collection, Leap7x, rapidly garnering acclaim for its contemporary designs and performance-driven offerings.

    Continuing its legacy of innovation, Liberty Shoes presents NitPro, a groundbreaking technology seamlessly integrated into the footwear’s outsole. NitPro infuses the shoes with an exceptional degree of cushioning and featherlight construction, heightening the wearer’s journey by delivering unmatched comfort and a luxuriously cushioned feel with every stride.

    The NitPro selection encompasses a versatile array of shoes and slippers catering to men women and kids. Priced from 1099 to 2499 rupees, the collection offers exceptional value for the astute consumer.

    According to Liberty Shoes director retail at Anupam Bansal, “The launch of NitPro is complemented by a integrated marketing campaign. It showcases the enchanting designs and features through attention-commanding billboards and engaging social media content. Notably, the NitPro assortment exudes a distinct and contemporary design ethos, spotlighting trendy color palettes that resonate with the sensibilities of today’s fashion-forward yet economically conscious individuals.”

    The NitPro line is readily accessible for exploration at all Liberty showrooms, granting customers a tactile encounter with its blend of comfort and style. Additionally, the collection is conveniently available online via the official Liberty Shoes website and other prominent e-commerce platforms.

    By incorporating NitPro technology, Liberty Shoes reaffirms its commitment to pushing the envelope, offering ingenious solutions, and elevating the daily footwear experience. Through the NitPro assemblage, comfort and style seamlessly converge, paving the way for a leap forward in the domain of athleisure footwear.

  • Lockdown blues prompt brands, agencies to rethink strategies

    Lockdown blues prompt brands, agencies to rethink strategies

    MUMBAI: Even in a lockdown, the show must go on, even if it means cutting down your exenses. With cash crunch being a problem across the world, brands and agencies are figuring out how to optimise communication at the lowest cost.

    Indiantelevision.com reached out to a cross section of brands and agencies to get their perspectives on this.

    According to FCB Ulka ECD Anindya Banerjee, this is the period of hand-holding both the client and the consumer. “While the sentiments and the bottom-line have taken a hit, we can’t disappear from the lives of our consumers. Also, some businesses like financial services and banks haven’t stopped. The idea is to tailor-make messages for the consumer.”

    Giving a helping hand to clients, Marcom Avenue director Divanshi Gupta says that it is curating more personal content and strategies such as industry opinions, post-pandemic come-back strategy presentations, blogs, articles, that can help its clientele to establish themselves once Covid2019 is under control.

    Brands have been figuring out how to get through this difficult phase as well. For Liberty Shoes, the months from March to June are key for business. Says its retail executive director Anupam Bansal: “New season’s merchandise was placed in the shops, sales teams were geared up, marketing campaigns for ‘back to school’ or ‘marriage season’ was all set, but unfortunately the pandemic hit at the same time. It was difficult to quickly act on the situation and with social distancing and lockdown, mindsets are cash-conservative.”

    Without demand and revenue, Liberty’s marketing expenses also took a hit. It had to safeguard finances for rainy days, deducting the ad expenses, which, according to Bansal, was an articulated decision. The company is looking at consumer behaviour staying constant for another two quarters.

    The challenge before brands and agencies is to balance their economic losses while staying present among consumers. DigitalKites senior VP Amit Lall says that brands are reluctant to allow their focus to dilute and wish to stay relevant to the consumers. This is where digital comes into the picture with its ability to provide faster reports on investment.

    Barco India head of marketing Vijayant Khattry feels that it is only natural that most of its current campaigns revolve around remote meeting as well as virtual learning products like ClickShare Conference and weConnect as it expects their demand to increase substantially even after people go back to the office post-pandemic.

    The lockdown has seen digital spends shoot up. Banerjee says: “The pandemic has forced all companies to go digital. Fortunately, at FCB, we’ve been aligning ourselves to not work as a traditional agency for quite some time and that has helped us during these times.”

    In order to maintain the balance, Marcom Avenue has shifted its focus to branding and community building rather than sales/lead generation activities. Gupta adds, “Some of our clients have introduced new product lines during the pandemic like masks/hazmat suits/infra-thermometer, etc., looking to make available medical products to the health industry and further requiring us to create end-to-end marketing for these essential products in demand. Further, we took an initiative to analyse and tap into different industries that are booming like e-learning and pharma, so that we can help them increase their revenue and RoI.” 

    Apart from shifting focus from OOH and print to TV and digital, brands are looking at other options as well. Liberty Shoes is improving the UI/UX of its website to give a better customer experience. The company is also improving the website SEO to future-proof itself. It is also looking at strengthening its social media/influencer marketing tools to stay relevant. “Personalised communication with consumers is also taking place using the CRM database,” says Bansal.

    MediaTek marketing and communication deputy director Anuj Sidharth says, “We are also trying to increase our focus on offline public relations activities such as virtual roundtable conferences, webinar sessions, etc. MediaTek is maintaining consumers’ focus on the interesting mix of technologies that we power, especially products like mobile phones, tablets, smart TVs, wi-fi routers and voice assistant devices, which have become even more vital. We are also devising marketing mix strategies for mobile and non-mobile segments.”

    While brand building and marketing is a difficult thing for most brands to undertake simultaneously right now, communication is still essential in some way or the other.

  • Economic slowdown: Smart marketers will not make cuts in advertising

    Economic slowdown: Smart marketers will not make cuts in advertising

    MUMBAI: As India battles, probably, the worst of its economic crisis since independence, a lot of industries are battling to keep their businesses going but it seems like the advertising industry is immune from the ill-effects. The marketing industry and the advertisers are seeing the slowdown as a need to advertise more and get more consumers.

    Speaking to Indiantelevision.com on the subject of economic slowdown, Liberty Shoes marketing head Barun Prabhakar said that while the financial crisis is real, it is not going to hamper their business or marketing prospects. “Some 10-20 years back, Indians used to earn first and then burned it. But in today’s time people are spending first and then thinking about earning the money back. So, the challenge for the brands is to stay visible even in tough times, as there is a lot of competition out there, especially from smaller businesses.  The marketing becomes very competitive and you have to evolve your strategies and budgets accordingly.”

    Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary shared similar thoughts as he quipped that smart marketers will not do short-term cuts in marketing budgets.

    He said, “For brands in our category, there is no direct link between media spends and demands. We advertise to build the brand and keep it salient. I think, in tough times, it is all the more important to make sure that your brand is visible and that’s why the smart marketers will not do any short term cuts. In fact, when the times are tough, they invest in the brands accordingly.”

    Auto industry has taken a serious hit because of the economic slowdown but it also seems positive about the future and denies any chance of revising their marketing spends to lesser amounts.

    TVS Srichakra Ltd executive vice president sales and marketing Madhavan P noted, “Though the industry has been impacted by slow vehicle production in the past few quarters, we expect the domestic tyre demand to grow by 6-8 per cent in the next few years. We are totally confident about the growth of two-wheeler tyre segment, both motorcycles, and scooters. The industry is expected to grow not only in urban and semi-urban areas but also considerable growth will be witnessed in the rural areas in the coming quarters. We are totally confident about the growth of two-wheeler tyre segment, both motorcycles, and scooters.”

    Isobar South Asia group MD Shamsuddin Jasani, however, differed a little in his perspective as he communicated his fears of marketing spends getting slaughtered with a dip in sales. He said that in such cases, advertising takes the first hit.

    But he was positive about the growth of the digital medium. “Advertisers consider reviewing their spends when the times are tough and that gives us a good opportunity to come forward as consultants and help them modify their business so they can have a bigger impact.” He also added that broadcasters who don’t have a sound digital strategy will take a hit in terms of ad revenues as the lines between digital and TV are blurring.

    Prasad Shejale, co-founder and CEO of Logicserve Digital also noted that digital medium is going to strive despite an economic slowdown and many advertisers might take chunks away from traditional spends to invest online.

    He said, "Digital is a way of life and brands will like to be where consumers are at various stages of the buying lifecycle. Thus, the digital industry will see a sustained rise in short as well as long term. In the current scenario, I am not seeing a slump in digital ad spend. Since digital channels are more measurable and efficient, I foresee more number of brands driving budgets from traditional media to digital, and this trend will continue to rise."

    "Brands are certainly cautious while allocating advertising budget but digital continues to be the preferred medium," he added.

    Prabhakar had also hinted a similar trend as he mentioned that dropping ad revenues on TV channels can't be attributed to economic slowdown but a change in the viewers' choice of medium.

  • Independence Day Special: ‘In The Name of Liberty’ campaign asks simple yet pressing questions

    Independence Day Special: ‘In The Name of Liberty’ campaign asks simple yet pressing questions

    MUMBAI: Every Independence Day, a number of brands come out with campaigns that are targeted at celebrating the freedom that we have or to salute those who helped us attain this freedom. And every year, a campaign or two stands out with a slight shift in the narrative that makes people think and act to preserve this freedom.

    This year, it is Liberty Shoes’ ‘In the Name of Liberty’ that is creating the buzz. The campaign is being loved by everyone because of its simple yet hard-hitting narrative. The video covers day-to-day scenarios of our freedom being misused by us trough acts like littering, using racial slangs, and being uncompassionate to make a very important point. The team behind this great campaign, which is running across digital channels and in PVR cinemas, recently interacted with Indiantelevision.com to share what went behind in the creation of this gem.

    Liberty Shoes marketing head Barun Prabhakar shared that he started conceptualising this video a few months back, in May, with the simple thought that do we respect the freedom that we have or not.

    He said, “We people are privileged as we are born free. And we really don’t care about how difficult it would have been for people who were living in an era when they were struggling to get even a single thing done. We have taken our freedom for granted. We have a liberty to choose and liberty to reject, but the biggest problem in the country is that we restrict it to just ourselves. We don’t think what our liberty for expression can cultivate in society.”

    Prabhakar shared that when he was developing this concept, he wasn’t sure if he will be taking it to such a big platform or not as it could have appeared as a political campaign to a few, thus suppressing what it actually stood for.

    “When I started conceptualising this thought, there were several more chapters to it. I will not like taking any names but the murder of a certain journalist in Bengaluru and the lynching of a certain individual in a village in Noida, were some of the events that were a part of the narrative. But when you make a two-minute long video and put such episodes in it, it can start appearing as a political campaign to a few,” he said.

    Prabhakar continued, “But now, if you look at this video, there are certain incidents that we have portrayed which might appear smaller than the instances removed but are equally important. For example, the first sequence shows a man urinating on the road. It might seem like a small thing, but it has a big impact on us as a society, on our upbringing, and on our learning. When you start watching this video, it might appear as a comic sequence but if you continue to travel with it, you will realise what this actually stands for.”

    He noted that it took immense efforts of the whole team to come out with the final product. “I was looking after the concept and ideation, we had Flamingo Digital on board for execution and the Indian Ocean was working with us for the music. They created a number of tracks, which were reworked on for over a month to come with the final tune that we have.”

    He added, “Also, Piyush Mishra was my first choice for narration. He was in my head even when I had started conceptualising. It took a few calls for him to come on board.”

    There was a 20-25 member team from Flamingo Digital working on the execution of the project as shared by Prabhakar.  

    Flamingo Digital Pvt Ltd CEO & co-founder Dev Batra and NCD & co-founder Yeshwant Miranda said, “The work is not the effort of one single individual or a handful of them. There are countless who have worked behind the scenes to make it successful and we are thankful to everyone who made it possible.”

    Speaking about the process that they undertook to deliver the final ad, Batra and Miranda shared, “Barun, wanted an idea that can create buzz, at the same time tread a bold path, so that the brand can stand out. We looked at several insights and decided to do negative narration as a means to grab the audience's attention. Hence we decided what if we turn the lyrics of 'Saare Jahan Sey Accha' on its head, in a modern scenario. Once we knew where we're heading, Nishant our copywriter, got down to identify things in society that, we take for granted in the name of freedom. However, the process to identify the right was co-created with Barun's feedback and inputs”

    The whole team is proud of the response that the campaign is getting online. Prabhakar shared that he was not aware that the campaign will create such wonders while working on it. “I knew that this will go a long way and might attract some criticism too but I was prepared for that.”

    Batra and Miranda added, “As an agency and as a brand, if we are able to drive some goodness into people's way of thinking and changing behaviour for the same, it makes us feel, we are in a far responsible place than just propagate consumerism.”