Paragon Footwear has unveiled a new campaign to promote its latest women’s collection, using relatable storytelling and humour to connect with consumers across markets. Conceptualised by Turmeriq, the campaign focuses on everyday shopping behaviours, positioning the brand’s expanded range as central to these moments.
The campaign is built around familiar scenarios often associated with footwear shopping. It captures the indecision that arises when multiple styles appear equally appealing, as well as the tendency to justify additional purchases through creative reasoning. These insights are translated into light-hearted films that reflect everyday conversations and couple dynamics, aiming to make the narrative both recognisable and engaging.
Through these situations, the campaign positions Paragon’s women’s collection as the catalyst for these moments, whether it is the challenge of choosing from a wide variety of options or the confidence in making another purchase. The storytelling approach avoids product-heavy messaging, instead focusing on behavioural insights to build emotional resonance and relatability.
The films adopt a simple narrative structure, drawing humour from real-life interactions rather than exaggerated scenarios. This approach aligns with Paragon’s broader communication strategy of maintaining accessibility while making the category more engaging for consumers.
In addition to the campaign films, Paragon has introduced a QR-led cashback mechanism as part of the retail experience. Consumers can access an assured INR 30 instant cashback by scanning a scratch-enabled QR code available on product tags. This integration of digital elements into the in-store journey is designed to enhance engagement while providing an immediate incentive to purchase.
Sachin Joseph, executive vice president – marketing and IT at Paragon Footwear, said: “Women’s footwear continues to be a key focus area for Paragon as we strengthen our presence in the category. With this campaign, we wanted to bring attention to the growing range of styles we are introducing while connecting with consumers through a relatable everyday moment. The films reflect our effort to make the category more engaging while staying true to Paragon’s promise of comfort, reliability and accessible style.”
Rahul Guha, founder and chief executive officer at Turmeriq, said: “The idea was to capture familiar behaviours between couples. By keeping the storytelling simple and rooted in relatable situations, we wanted the humour to feel natural and easy to connect with.”
The campaign reflects a shift towards insight-led communication in the footwear category, where relatability and behavioural cues are used to drive engagement. By focusing on everyday moments, the campaign aims to create stronger recall and connect with a wider audience across demographic segments.
The initiative is being rolled out as an integrated campaign across television, YouTube and Meta platforms, supported by radio to extend reach. It is available in seven vernacular languages, reinforcing the brand’s focus on regional relevance and accessibility.
Paragon’s women’s category currently contributes 15–20% to overall revenues and is projected to grow to nearly 40% over the next three years. The campaign supports this growth ambition by highlighting the expanding product portfolio while strengthening emotional connect with consumers.
Through this campaign, Paragon Footwear continues to build its presence in the women’s segment, combining relatable storytelling with retail innovation to drive both engagement and conversion.
