Campaign India Team
Jun 04, 2024

Paragon's campaign salutes the indomitable spirit of Indians

‘Zid, Chalte Rehne Ki' aims to strike an emotional chord amongst viewers by shining the spotlight on everyday heroes.

Paragon's campaign salutes the indomitable spirit of Indians

Paragon’s latest brand repositioning comes as the company is set to complete 50 years in the footwear market. Its new ad campaign is part of its makeover where it aims to re-establish the emotional connect it has built with its broader support base over the years.

The new brand identity with the tagline 'Zid, Chalte Rehne Ki’ celebrates the unstoppable spirit of everyday heroes. As the seasons change from scorching heat to chilling cold, Paragon seeks to honor the determination of the Indian workforce, spanning from the middle and lower-middle classes to self-employed individuals who make New India tick.

Sachin Joseph, executive vice president at Paragon said, “Zid Chalte Rehne Ki' embodies Paragon’s core values, honoring the astounding resilience, courage and unending optimism that defines the Indian people. Through this campaign, we are reconnecting with everyday heroes who personify these qualities by ensuring our commitment to stand by their side, providing them with comfort and support.”

He added that for a long time Paragon focused on a more contemporary crowd and setting. However, keeping in mind the emotional connection that the masses have for the brand, it decided that it was time to focus back on the core. “With our new creative partner Turmeriq on board, we were able to deliver exact messaging to our target markets and audience,” Joseph added.

According to Rahul Guha, CEO of Turmeriq, the integrated promotion is not simply a repositioning exercise but also a re-claiming activity. It will run pan- India across newspapers, radio, outdoor (bus and train panels) and digital platforms. “Through this campaign, we aim to let the masses know that Paragon is inspired by them, cares for them and acknowledges their hardships; that it will continue to be their uncompromising silent partner in their journey,” Guha said.

Campaign’s take: Since it was founded in 1975, Paragon has tried to portray itself as the footwear brand for the masses with its range of sturdy flip-flops, sandals and slippers. The latest campaign reiterates this positioning through an assortment of sun-kissed photos. The sandals preferred by the man of the street standing guard next to a cycle and a scooter respectively—the chosen modes of transport of majority of workers—juxtaposes their resolution to prevail against all odds.

Similarly, the palm tree swaying in the torrential rains yet holding its ground or the roads crisscrossed with tyre marks speaking silently about journeys taken and yet to be discovered, encourage viewers to remain buoyant in the face of adversity. The campaign tries to infuse hope by saying that every resilient step taken paves the way for a brighter future.

This campaign marks a homecoming for the company rather than a repositioning. As it prepares to celebrate its golden jubilee next year, the advertisement attempts to remind its core audience that Paragon has been with them every step of the way, through every journey great and small.

Source:
Campaign India

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