Ananya Panday gets her groove on with Skechers D’Lites

Skechers India has unveiled a campaign titled ‘Originals Keep Moving’ to promote its flagshap lifestyle collection D’Lites. The campaign, which features Bollywood actress Ananya Panday, has been created and conceptualised by Leo Burnett India.

 

The film pays homage to the dance culture that’s gaining popularity in India. The ad features Panday and her dance troupe shaking a leg on the streets with a catchy track playing in the background. 

 

Rahul Vira, CEO, Skechers South Asia, said, ‘’We are thrilled to launch our first campaign with Ananya Panday. As Skechers was born as a youth-focused brand, it’s our aim to strengthen our connection through communication with the youth of India and ignite a shift in the Indian mindset at large. With this announcement, we have also launched the newest collection in our flagship lifestyle range—Skechers D’Lites—and welcome Ananya to the Skechers family where she will be a perfect ambassador thanks to her role as an influencer to her fans of all ages.”

 

Rajdeepak Das, managing director – India and chief creative officer – South Asia, Leo Burnett, added, “The Skechers D’Lites range has always been an iconic global fashion sensation. Reminiscent of the 90’s style, Ananya and her friends sashaying down the streets in synchronised choreography, along with the visuals and the music, is bound to take you through familiar yet unfamiliar territory with retro-cool meeting the edgy future vibe. Dance has always been a central form of self-expression and just like the iconic Skechers D’Lites collection, our campaign draws a parallel between the two encouraging everyone to keep moving forward in life.” 

 

CREDITS:

Managing director - India and CCO - South Asia: Rajdeepak Das

Managing director - India and CSO - South Asia: Dheeraj Sinha

 

Creative team

Executive creative director: Neel Roy

Creative director: Tinna Rajput

Art director: Megha Sud

Copywriter: Prithviraj Dev

Senior vice president: Ashima Mehra

Brand services director: Manjiri Shedge

Brand strategy partner: Ayshwarya Sharma

Production company: Prodigious

Director: Shai Samtaney

Executive producer: Varun Shah

Producer: Rudra Mawani 

Choreographer: Ruel Dausan Varindani

Production Designer: Nimish Kotwal