MUMBAI: Asian Footwears, a homegrown footwear brand, is set to make a festive splash with a new campaign featuring its brand ambassador and cricketing icon M.S. Dhoni (MSD). The campaign positions Asian as the go-to brand for consumers chasing not just goals, but also style.
Coinciding with the festive season, recently, MSD launched Asian Footwears’ all-new signature and premium sneaker collection, designed to combine high fashion, unbeatable comfort, and long-lasting durability. The line-up includes Hyper Cushion and PowerKick sneakers, the Wonder Walk- walking range, the Mojo- premium sneaker line, and the Quantum 2.0 -Signature Collection. Designed in-house, state-of-the-art, BIS-certified footwear testing and design laboratory, these models reflect a perfect fusion of style and performance, created for consumers who want a global aesthetic at an affordable price point. The newly launched range is being loved by customers across geographies.
At the heart of this campaign are a series of Asian Footwears’ TVCs, fronted by MSD, bring alive the mantra – ‘Go Chase’ – in a style that amplifies his persona. The first in the series, titled ‘The Engine,’ will premiere in the coming days, reflecting innovation across television, OTT platforms, digital channels, print media and OOH, setting the ball rolling for a high-decibel multi-platform rollout.
‘The Engine’ borrows from MSD’s cricketing persona and his love for bikes – the calm yet relentless finisher known worldwide for chasing down the most daunting targets. The film draws a parallel between this spirit and the world of Asian Footwears – where chasing “josh” and chasing one’s passion demands not just energy, but also the right footwear to keep pace.
The films bring together elements of action, ambition, and aspirational lifestyle. Each narrative is designed to resonate strongly with Gen Z and Millennial consumers, blending MSD’s authenticity with Asian’s promise of comfort, durability, and contemporary design.
Rajinder Jindal, Chairman, Asian Footwears, said, “Asian has always stood for putting high-energy design and fashion within everyone’s reach. With this ‘Go Chase’ campaign, we want to celebrate not just sneakers, but the spirit of chasing dreams that our customers live by. Partnering with MSD – who symbolises resilience, calm, and fire all at once – allowed us to tell this story authentically”.
MS Dhoni, Brand Ambassador, Asian Footwears said, “This campaign is exciting. It’s a reminder that chasing your goals is all about mindset, and looking stylish along the way is a bonus. Asian shoes, for me, are all about comfort and endurance.”
The campaign also comes at a pivotal moment as Asian Footwears has announced a ₹100 crore investment plan in the Indian market, with a focus on achieving almost 3X growth in its retail footprint over the next one year. This dual thrust of brand storytelling and business expansion reflects the company’s ambition to become India’s leading youth sneaker brand, expanding its presence across both metro cities and emerging markets.
Together with its latest ad drive, aggressive expansion agenda and the all-new range of shoes, Asian is signalling its intent to capture the imagination of India’s youth and set new benchmarks in the country’s growing sneaker culture.
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