Ajanta Shoes has rolled out a campaign featuring actor Parineeti Chopra and former Indian cricketer Sourav Ganguly.
Conceptualised by 82.5 Communications, the campaign is titled 'Pairon ki Suno' (listen to your feet). It features a series of TVCs (yet to be released) and a print ad for the same.
In the film, Chopra and Ganguly state that when you're looking to achieve a goal, you shouldn't listen to anyone, but your feet, because they'll be helping you reach it.
Sagnik Banik, managing director, Ajanta Shoes, said, "This new brand mantra is exactly in tune with our constant endeavour to be a step ahead technologically in giving footwear that is comfortable and super stylish at the same time. Pairon ki suno is the closest to capturing the science of footwear comfort that Ajanta adheres to.”
Mayur Varma, executive creative director, 82.5 Communications, said, "Pairon ki suno is a mantra by which Ajanta makes its shoes. Pairon ki suno is the inspiration which will take its users to their destinations."
Sharmista Dev, president (East), 82.5 Communications, added, "Our approach for Ajanta’s new brand positioning was to talk to the youth and go beyond the functional benefits that are generic to the footwear category. The youth will find the brand’s new philosophy ‘Pairon ki suno’ both relevant and appealing."
The film went live in East India on 16 April. It is expected to go live across the country too along with a print campaign.
Client: Ajanta Shoes
Creative agency: 82.5 Communications
Chairman and CCO: Sumanto Chattopadhyay
Co-chairman and CEO: Kapil Arora
Planning lead: Anirban Mozumdar
Creative lead: Mayur Varma
Creative team: Joejee Manthanam, S.K. Gousuddin
Account management and planning: Sharmista Dev, Atanu Deb, Devika Sharma, Saikat Dasgupta
Production house: Kinttsugi Stories, Mumbai