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Tag: Relaxo

  • 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 leverages ‘bhai’ power on comeback trail to TV advertising

    Mumbai: Relaxo, the brand synonymous with rubber slippers and versatile footwear for all segments of society has launched a new ad, #MazbootiBemisaal with Bollywood actor Salman Khan.

    The creative leverages the star’s mass appeal that cuts across all demographics by showcasing Salman Khan in his ‘bhai’ avatar with his trademark swag. The commercial marks Relaxo’s return to television advertising after eight years and aims to position the brand as a rough ‘n’ tough slipper with superior performance.

    Salman Khan, who has been the face of the brand for a while now, effortlessly fits into the larger-than-life narrative, donning the role of a footwear showroom owner. He is shown interacting with a rude customer in his signature style with a dash of humour and loads of panache while showcasing the product’s ‘majbooti’ (strength).

    Relaxo Footwears executive director- sales and marketing, Gaurav Dua said, “Relaxo is a household name today. With his mass appeal, megastar Salman Khan resonates well with our brand ethos and is most suited to convey the brand USP of ‘Mazbooti Bemisaal’.”

    The home-grown multinational brand based in New Delhi is the largest footwear manufacturer in India in terms of volume and second-largest in terms of revenue, with a market share of more than five percent as per estimates. 

    Apart from Salman Khan, some of the other actors signed up to endorse the company’s brands include Akshay Kumar, Katrina Kaif and Sonakshi Sinha. 

  • Brands show human side amidst Covid2019 crisis

    Brands show human side amidst Covid2019 crisis

    NEW DELHI: While the Covid2019 pandemic came out as probably the most devastating blow to the business world as well as to the society, it also brought forth a number of heartening stories of human kindness and support. Be it the on-ground coverage that several news reporters are doing or the warm hospitality that the hospital staff and police personnel are showing, or the exceptional support that several social workers and famous personalities have extended to the underprivileged, we saw humanity raising its head high on many occasions. Indiantelevision.com had also covered how the pandemic even brought brands and agency partners  closer. 

    Not just that, many brands rose above their usual business and indulged in great deeds of public service too. Be it ACC Trust spending close to Rs five crore to help the migrant labours and villagers around ACC Cement’s factories or Relaxo and Metro Shoes donating footwear to the large exodus of migrant workers fleeing to home on feet, there have been ample examples of brands extending a helping hand in time of this unprecedented crisis. 

    Speaking about the varied initiatives that Metro Shoes has taken to support the community, VP–marketing and e-commerce Alisha Malik told Indiantelevision.com, “The pandemic brought the country and the economy to a staggering halt. While it impacted each one of us, the migrant workers were the most affected. Their struggle to meet their basic needs of food, shelter, financial security and reach their homeland was heart-wrenching. We felt that it was important for us to do our bit to support them in the time of crisis and that is how we came up with the Metro Cares Initiative.”

    Under the initiative, the brand provided ration kits to daily wagers with the help of Salaam Bombay Foundation and footwear to all those in need on their journey back home with the help of United Way of Mumbai and the Rotary Club. PPE kits to hospitals and masks to policemen were also provided with the help of United Way of Mumbai. 

    Sanitary napkin brand Pro-ease from the house of RSPL distributed over 10 lakh sanitary pads to frontline warriors managing the crisis. 

    RSPL director Rohit Gyanchandani shared, “We came across a few news reports and on-ground stories of how sanitary napkins were in short supply and women were facing difficulties due to that. Coupled with that we were also witnessing a phenomenal selfless service from corona warriors of both genders. When we put these two stories together, we as a team wanted to do our bit and came up with the idea of distributing 10 lac pads to women corona warriors free of cost as a small token of appreciation from Pro-ease.” 

    He added, “In times like these when the whole nation is going through a crisis, I think it’s imperative for everyone to do whatever little they can to help in whichever way possible. Whether you are a citizen or a brand, the fact remains that you ought to do the things you can, to make a difference for the better.”

    The brand also launched a powerful campaign #RoktiHoonRuktiNahin created by ADK Fortune to salute these female superheroes.

    ADK Fortune VP and ECD Nakul Sharma shared his experience of working on the campaign by saying, “The experience was first of all very humbling. Because the gravity of the fight put up by corona frontline warriors, especially women suddenly hit us in the face.” 

    Congratulating the brand on taking up this great initiative, he added, “Pro-ease had a solid proposition and decided to be a doer and not just a talker – which frankly makes all the difference in these times. These initiatives give clients a chance to show their human side as well. This epidemic is a time like no other and frankly keeping quiet is not an option. People want to know and hear from their brands and expect them to have a human point of view.” 

    Malik also highlighted that it is very important for brands to participate in supporting the community in difficult times as she said, “As important as CSR is for the community, it is equally valuable for a company. It is important for brands to stand up for causes that matter. In fact, in such times, it is important that each one of us takes a step towards helping all those in need. We are glad that we had access to resources that could help the migrant workers in their journey back home.” 

  • Relaxo ventures into digital gift voucher space with GyFTR

    Relaxo ventures into digital gift voucher space with GyFTR

    Relaxo Footwears Ltd is now foraying into the digital gift voucher and loyalty points redemption space with GyFTR (Vouchagram), the country’s leading online-to-offline (O2O) peer-to-peer gifting platform. The association gives Relaxo access to GyFTR's comprehensive gifting ecosystem and will include brand listing across top online catalogues, seamless, and instant gifting/redemption and 24×7 customer support. The partnership is expected to bolster sales and customer acquisition for Relaxo, with GyFTR serving as a lucrative alternative sales channel for the brand.

    The Relaxo vouchers being powered by GyFTR are redeemable across its 300+ listed brand outlets across the country in values ranging from INR 100, INR 250, INR 500, INR 1000, INR 2000 and INR 5000. The vouchers can be clubbed with ongoing promotions and offers. Users can even combine and redeem multiple gift vouchers on the same bill.

    Commenting on this association, GyFTR co-founder and CEO Arvind Prabhakar said, “Relaxo has been a popular offline brand for more than four decades has created a strong consumer base on the basis of its powerful merchandising, retail expansion and advertising. Its maiden foray into the digital voucher and redemption space with GyFTR will help the brand replicate its offline success with the rapidly growing online consumer base in India. We are confident that Relaxo will benefit from the differentiation that our extensive partner ecosystem of leading online brand catalogues in India will facilitate, registering a significant increase in transactions and hassle-free customer acquisition.”

  • Elephant infuses youthfulness in Relaxo

    Elephant infuses youthfulness in Relaxo

    MUMBAI: Footwear major Relaxo has undertaken a rebranding exercise mandating Elephant Designs with the job.

    Explaining the reasons behind the rebranding intent of the 40-odd-year-old brand, Relaxo Footwear executive director Gaurav Dua said that it was their responsibility to build a future-ready brand. They were an ever-evolving brand that stayed true to the core values of being reliable.

    With the rebranding exercise, they infused youthful and transformational spirit that was important for the growth of internal and external stakeholders of the brand. Elephant, the brand building partners, played a significant role by understanding the brand’s value proposition, Dua added.

    Elephant co-founder & director Ashwini Deshpande said that Relaxo rebranding exercise involved validation of current values of being approachable while seeking newer dimensions to reiterate the brand’s leadership. Elephant built the new Relaxo visual identity with a wave of positive transformation. Brand’s dynamism was embodied by forward slanting letters in Berry Blue with Sunny Yellow swoosh flowing across.

    The swoosh stands for wave of transformation, optimism and positive growth. All brand applications were being created with an ownable visual language and would be evident soon, she added.

  • Elephant infuses youthfulness in Relaxo

    Elephant infuses youthfulness in Relaxo

    MUMBAI: Footwear major Relaxo has undertaken a rebranding exercise mandating Elephant Designs with the job.

    Explaining the reasons behind the rebranding intent of the 40-odd-year-old brand, Relaxo Footwear executive director Gaurav Dua said that it was their responsibility to build a future-ready brand. They were an ever-evolving brand that stayed true to the core values of being reliable.

    With the rebranding exercise, they infused youthful and transformational spirit that was important for the growth of internal and external stakeholders of the brand. Elephant, the brand building partners, played a significant role by understanding the brand’s value proposition, Dua added.

    Elephant co-founder & director Ashwini Deshpande said that Relaxo rebranding exercise involved validation of current values of being approachable while seeking newer dimensions to reiterate the brand’s leadership. Elephant built the new Relaxo visual identity with a wave of positive transformation. Brand’s dynamism was embodied by forward slanting letters in Berry Blue with Sunny Yellow swoosh flowing across.

    The swoosh stands for wave of transformation, optimism and positive growth. All brand applications were being created with an ownable visual language and would be evident soon, she added.

  • Relaxo appoints Akshay Kumar as brand ambassador for Sparx

    MUMBAI: Footwear manufacturer Relaxo has signed Akshay Kumar as the brand ambassador for its sporty brand Sparx.

    The brand sign-off, ‘Add Sparx to your life‘ conveys a lot about the brand and its connect with the youth of today, the company said.

    Relaxo Footwears executive director Gaurav Dua said “Sparx, in a short span of time, has become an iconic brand amongst the youth. The new brand ambassador for Sparx had to be someone who possessed all these qualities. And who would be better than Akshay Kumar who is making a comeback as an action hero and adds sparx to his life in everything he does.”

    Kumar will be seen endorsing Sparx footwear in a 40 second TVC shot in Kuala Lumpur City, Malaysia and created by 30 Seconds of Fame.

    The commercial film revolves around a girl whose cell phone gets stolen by a rogue on a BMX bike. Kumar along with his friends, standing across the street with a soccer ball, decide to chase the thief; And since they all have their Sparx on, they decide to use their soccer skills to get their hands on him. What ensues is intense street football whilst the consumer witnesses some amazing close shots of the shoes. With some high adrenaline music to support this fast paced action film, Kumar will surely show his fans, how to add “Sparx” to their life.