Sparx has launched its ‘Summer Swag’ campaign to promote its Shoe-Style Sandals category, combining digital-first storytelling with humour-driven content aimed at younger consumers. The campaign features internet personalities Raghu and Rajiv in a series of playful exchanges centred around the product’s hybrid design concept.
The campaign positions Shoe-Style Sandals as a combination of the structured appearance of shoes and the comfort and breathability associated with sandals. Built around the recurring question, “Yeh shoe hai ya sandal?”, the communication highlights the product’s dual functionality while encouraging consumer curiosity and engagement.
At the centre of the campaign is a digital film featuring Raghu and Rajiv, whose signature conversational style and exaggerated banter form the creative backbone of the narrative. The interactions are designed to mirror the casual and spontaneous ways younger audiences consume and engage with online content.
By using humour and familiar internet personalities, Sparx aims to make the product conversation more relatable and conversational rather than conventionally promotional. The campaign focuses on creating entertainment-led engagement while integrating the footwear proposition naturally into the dialogue.
The communication reflects changing consumer preferences in the athleisure and open footwear categories, where functionality and style are increasingly expected to coexist. Sparx positions the Shoe-Style Sandal as a response to these evolving expectations by offering a product designed for versatility and everyday wear during summer.
The campaign also taps into broader social media content trends where banter, personality-led storytelling and meme-driven interactions have become key tools for brand communication. Through Raghu and Rajiv’s dynamic, the campaign seeks to build familiarity and cultural relevance among digitally active consumers.
Gaurav Kumaar Dua, co-chief executive officer and whole time director, Relaxo Footwears Ltd., said, “As leaders in the sandals category, our focus has consistently been on strengthening that position through continuous product innovation. With evolving consumer expectations, there is a clear shift towards versatile, multi-purpose footwear, and the Shoe-Style Sandal is a direct response to this need.”
Dua added, “With Summer Swag, we wanted to create a campaign that reflects how today’s youth engage with fashion and content - through humour, relatability, and conversations that feel natural and spontaneous. Shoe-Style Sandals perfectly capture the balance of style and comfort that defines summer dressing today, and Raghu and Rajiv’s fun banter bring that narrative alive in a way that feels authentic, engaging, and memorable.”
The campaign has been launched primarily across digital and social media platforms, aligning with Sparx’s focus on youth audiences and content-driven engagement strategies. The use of influencer-led storytelling allows the brand to integrate product messaging into entertainment formats commonly consumed by younger demographics.
Through ‘Summer Swag’, Sparx continues to strengthen its presence in the sandals and athleisure footwear categories while positioning itself around style innovation and seasonal relevance. The campaign also supports the brand’s broader objective of shaping consumer perceptions around open footwear as both fashionable and functional.
Sparx is part of Relaxo Footwears Ltd., which manufactures and markets footwear brands including Relaxo, Flite and Bahamas. The company operates through an extensive retail and distribution network across India, alongside a growing presence on e-commerce platforms and international markets.
With ‘Summer Swag’, the brand aims to reinforce its youth positioning by combining product innovation with culturally relevant digital communication formats designed for high shareability and audience interaction.
