Relaxo’s Flite has launched the second leg of ‘Sar Utha, Kadam Badha’ campaign, celebrating individuals who defy conventions and strive to pursue their inner calling.
Created by Law & Kenneth Saatchi and Saatchi, the film works around the core insight that each one of us has the right to dream and dream BIG. People’s opinions, judgments or beliefs should not stop anyone from pursuing their dreams and neither should geography and language.
The campaign captures the emotions of a young man who is pursuing engineering but somehow resonates more with his passion for writing. He wants to go to Mumbai to pursue his passion, but expectedly, as happens most often, his family isn’t supportive of the idea. Despite multiple hardships and rejection, he doesn’t give up and finally a director accepts his script for producing a film. It is finally revealed that the engineer turned writer is the script writer Varun Grover – on whose true life story this TVC is based.
Watch the film here:
Putting forward his thoughts, Gaurav Dua, Executive Director (Sales & Marketing), Relaxo Footwears Limited, 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.”
Paritosh Srivastava , CEO L&K Saatchi & Saatchi added his thoughts, “Flite has always been a trusted partner in the lives of our customers and been the market leader by that virtue. ‘Sar Utha Kadam Badha’ was born 2 years back with the objective to create brand love, stature and respect for Flite. The first campaign achieved that to a great extent. It’s always tough to follow a hit first act, we are quite thrilled that this campaign takes ‘Sar Utha Kadam Badha’ to another level. The fact that it’s inspired from the real story of Varun Grover will significantly strengthen our positioning and establish a deeper emotional connect with our audience.”
Commenting on the new film, Rohit Malkani, Joint NCD, LKSS, said, “The toughest part of a successful continuing campaign, is the pressure to go one up on the previous one! But this has been a long and exciting journey. Whether it be shifting gears to real life or scouring the web for inspiring stories to tell, it’s been a huge learning. Above all, we’ve enjoyed lifting the story telling to a cinematic level this time.”
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
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