Flite showcases how it helps careers take flight with Varun Grover

Flite has rolled out a campaign ‘Sar Utha, Kadam Badha’ (head up, step up), featuring screenplay writer Varun Grover to showcase how he pursued his inner calling.

Conceptualised by L&K Saatchi & Saatchi, the film captures the emotions of a young Grover pursuing engineering. As he grows up Grover somehow resonates more with a passion for writing. The film showcases how he dreams to go to Mumbai to pursue his passion, but his family isn't supportive of the idea. Despite multiple hardships when he arrives in Mumbai and after an array of rejections, he doesn't give up. Finally, a director accepts his script for producing a film, that too on his terms. 

Gaurav Dua, executive director (sales and marketing), Relaxo Footwears, said, “With this campaign brand Flite captures the emotional roller coaster of one embarking upon the path less travelled and the grind and rejections that come along the way. The ‘Sar Utha, Kadam Badha’ campaign celebrates the journey of an individual who, undaunted by the naysayers, works his way to become someone as acclaimed and beloved as Varun Grover. Brand Flite salutes the spirit of the achiever, who dares to dream and work his way towards success.”

CREDITS: 

Agency: L&K Saatchi & Saatchi 

CEO: Paritosh Srivastava

Creative team: Rohit Malkani, Vikas Gaur, Yukti Bhagchandani, Sunil Bhandari, Aritra Das

Chief strategy officer: Snehasis Bose

Account management: Hindol Purkayastha, Abhishek Jain, Kashima Datta

Head of films: Jignesh Maru

Executive producer: Rahebar Sonewala

Production house: Chrome Pictures

Director: Advait Chandan

Executive producer: Abhishek Notani

DOP: Saurabh Monga