Paragon has rolled out a campaign to showcase a tale about togetherness and hope.
Conceptualised by Hammer India, the film features a couple reminiscing about the challenges they’ve been through and how they always stood by each other. Through its narrative, the film aims to showcase that with the right partner, even moments of desperation become easier to handle and later become sources of inspiration.
Shawn Chandy, chief marketing officer, Paragon Footwear, said, "This year we have moved away from a celebrity-centric approach so we needed an idea that speaks directly to our consumers. For decades, Paragon has built a strong and trusting relationship with them. With this campaign, we want them to feel like we are part of their journey."
Sachin Joseph, executive vice president, Paragon Footwear, said, “This is a subtle way of communicating our message to our audience without beating them over the head with it. We want them to see Paragon through the viewpoint of a long-term relationship. The story has enough emotional weight to reinforce this idea subliminally.”
Sreenath Gopi, director, Hammer India, said, "When you are going through a tough situation, you don’t think of it as something you can learn from, because you are fully focused on getting out of that situation. It’s only later on that you gain a broader perspective, and realise that whatever we went through ultimately made us stronger. We have tried to capture that sense of hope and optimism that we get when we overcome adversity.”