Sport shoe brand Sparx, has rolled out a campaign titled ‘Sparx – It’s In Me’, urging youngsters to push their boundaries and seek their true inner potential. Conceptualised by DDB Mudra, the film features actor Akshay Kumar and aims to connect with the spirit of the youth through its shoe range.
The film begins with Kumar getting ready for a shoot. On being told that his co-star had not turned up, he points towards a boy in the crowd and asks him if he’d work with him. Without hesitation, the boy instantly says yes and Kumar hands him a pair of Sparx shoes, which he wears to perform all the stunts he's required to. When he struggles midway, Kumar encourages him to push through his comfort zone and complete the task, with the help of the shoes he’s wearing.
Gaurav Dua, executive director, Sparx, said, “We are feeling very excited on the launch of Sparx #ItsInMe campaign with Akshay Kumar. The brand communication tugs at the core of the youth urging them to quash any self-doubts and seek out the best in themselves. We are confident that this thought will help brand Sparx built a deeper relationship with our consumers”.
The campaign is being promoted on TV and digital platforms, supported by billboard and newspaper advertising across India.