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Tag: Paragon footwear

  • JioCinema and advertisers bring the power of digital back into focus for TATA IPL 2024

    JioCinema and advertisers bring the power of digital back into focus for TATA IPL 2024

    Mumbai: As excitement for another riveting season of the TATA IPL approaches, JioCinema neared the conclusion of its series of roadshows across the country, designed to bring the full spectrum of advertisers under one roof. The multi-event series, which will cover nine Indian cities by the end of February, has been showcasing the vast expanse of offerings from JioCinema for TATA IPL 2024 and rekindling conversations on the power and potential of digital on the back of impressive results that advertisers witnessed last year.

    The caravan, which has travelled to the cities of Bengaluru, Kolkata, Patna, Chennai, Ahmedabad, and Hyderabad so far, has featured a number of prominent advertisers who spoke about their experience with TATA IPL on JioCinema last year. Conversations also threw light on what new advertisers coming on board can expect from this season, particularly in relation to regional reach, Connected TV expansion, and cohort targeting, thus making a case for why digital is the right medium for this spectacle and the sort of scope and scale it offers.

    Here’s what a few advertisers had to say across the events so far-

    “Innovative Ad formats and new offerings from JioCinema for IPL ’24 look exciting and that could help unlock an incremental audience for brands like ours. The possibility of shaper targeting on the back of innovative Ad solution even with a smaller investment/budget is a great thing that we are looking forward to this year,” Raksha Pipes lead – brand management, Ravi Kumar

    “Regional feeds during IPL is a powerful tool to reach audiences is specific geographies rather than having a spill over (on other platform) this will help us plan region specific campaigns to reach audiences in the likes of Haryana, Punjab, UP and more with regional feeds on JioCinema this IPL,” said Bounce Electric AVP Rajeev Gupta

    “For a brand like ours where we are very specific when it comes to who we want to reach out to & JioCinema gives us the exact type of cohorts based on languages, 4K or CTV devices to reach that affluent audience, and ensures that our budgets are allocated in the best way to maximize the campaign,” told DaMensch brand head Saumya Gupta

    “Paragon is mass brand, for us the common man and the mass audience matters a lot, we are looking forward to reaching this audience via regional language feeds and unlock an incremental audience via Jio 4G feature phones cohort, other offerings from JioCinema also look promising and we are excited to partner with JioCinema to make the most out of this IPL,” said Paragon Footwear CMO Shawn Chandy

    “With the advent of Connected TV the barriers of expensive advertising, and spillage during the campaigns (which happens on Linear TV) are being eliminated by JioCinema, Also JioCinema’s planner tools to look at reach frequency and other key metrics for our clients is an amazing thing which is not possible on traditional mediums,” said The Media Ant CBO Abhishek Mukherjee.

    JioCinema offered the last season of IPL in 12 languages and 17 feeds for free and received a record-smashing 449 million viewership throughout the tournament, including 70 minutes of average watch time per match. This year, the IPL is- all set to attract over 650 million eyeballs on digital, which will make it another record of its own.

  • Makani Creatives brings alive Eeken by Paragon’s ‘Weekend Everyday’ spirit

    Makani Creatives brings alive Eeken by Paragon’s ‘Weekend Everyday’ spirit

    Mumbai: Eeken by Paragon launches their latest campaign conceptualised by Makani Creatives. Targeted towards the country’s 18–25-year-olds, the brand exists to fulfill the spirit of their young consumer who live by YOLO philosophy. Their tagline “Weekend Everyday” is an echo of GenZ’s desire to live every day in a light-hearted and fun way.

    This is the maiden campaign by Makani Creatives after winning the brand’s mandate earlier this year. “Weekend Everyday” is the guiding principle of the younger generation. They want to embrace everyday like it’s a weekend, living freely and enjoying every moment. Eeken is the enabler of this desire by providing stylish and comfortable footwear that keeps the customer on their toes.

    The film showcases the brand as an agent of transformation taking the wearer from the humdrum of everyday life to a weekend state of mind. Once they wear Eeken, we see our customer step into their day with a pep in their step and a song in their heart. In a dramatic visualisation we see a transformation in the protagonists when they come across Eeken. It completely changes them, as they revel in their new avatar.

    Makani Creatives executive creative director Prasad Rao said, “’Weekend everyday’ talks to the youth of today. They are free-spirited, agile and bindass. This film is an attempt to talk to this audience and to strike a chord with them and their culture. Eeken footwear is driven by design and are at par with any big brand and the intent here was to showcase the flexibility, comfort, usage of the products through a narrative that stays true to the vibe, the style and the culture of the brand and its audience.”

    “Eeken is our gateway to connect with the younger population of the country” said Paragon Footwear executive VP Sachin Joseph. “We draw inspiration from the psychographic of our target audience and strive to deliver what they desire. This reflects across our product design as well as our communication.”

  • Makani Creatives and Stimulus by Paragon pave the way for change with a new campaign

    Makani Creatives and Stimulus by Paragon pave the way for change with a new campaign

    Mumbai: Stimulus by Paragon Footwear has launched a fresh new iteration of their brand platform, “Badhte Raho. Badalte Raho” in time for the festive period sweeping the country, marking the start of Autumn Winter. Conceptualized by Makani Creatives, the campaign embodies the core of the brand, which is a celebration of the determination, perseverance, resilience and dedication of the young and driven.

    Stimulus has been a cheerleader of their target audience. They take pride in enabling and supporting their consumer, who will stop at nothing to make their ambitions come through. With this purpose in mind, Makani Creatives has created an Omni-channel campaign that uses simplicity to strike a motivational conversation with their audience.

    Living online, in the era of social media, it is inadvertent to compare with others or believe a faux “for the lens” narrative leads to self-doubt and placing inhibitions on oneself. The brand understands that these are the biggest obstacles in an individual’s way of achieving their goals. Stimulus, therefore, focuses on the change of self and personal betterment that can snowball into societal change. Stimulus by Paragon, believes that as a brand, it is only appreciation and celebration that these individuals deserve.

    “Stimulus, as the name suggests, aims to add a boost to every step you take towards your goals” said Paragon Footwear executive VP Sachin Joseph. “Our footwear is crafted keeping in mind comfort that will enable our customers to reach excellence.”

    It’s about encouraging the celebration of every tiny achievement without drawing parallels for the brand. The campaign encapsulates the essence of the brand with a dynamic and confident approach to storytelling. Showcasing incidents in the lives of their target audience, the campaign is able to achieve the attention of its target audience and form a relatable connection with them.

    Makanis Creatives executive creative director Prasad Rao also expressed his views on the conception of the campaign by stating, “There is an unabashed rawness to the thought of “Badhte Raho. Badalte Raho.”, which we liked. It resonates well with the doers of the world today, who have a fairly strong sense of who they are.

    They don’t let their emotions or mental state of being become barriers in their heads. They’re prepared to take risks, change perceptions and break stereotypes. They’re ready to bring a change. Stimulus believes in this ‘sense of self’. And acts exactly as its name suggests – as a stimulant that evokes confidence and encourages its audience to defy all odds.”