MUMBAI: Asian Footwears, a homegrown footwear brand has announced its partnership with ‘Bigg Boss’ Hindi Season 19 as an Associate Sponsor on JioStar.
This collaboration comes close on the heels of Asian Footwears’ high-impact campaign featuring MS Dhoni, a cricketer and the brand’s long-standing ambassador. The partnership with ‘Bigg Boss’ looks to reinforce the brand’s vision to connect with diverse audiences across India and strengthen its visibility across both sports and entertainment platforms.
Rajinder Jindal, chairman, Asian Footwears, said, “We are delighted to partner with Bigg Boss Hindi Season 19, a show that continues to capture the attention of millions across India. Following our successful association with MS Dhoni — who perfectly embodies our brand values of trust, performance, and resilience — this partnership marks the next step in expanding our national presence. Our goal is to engage with audiences across age groups and geographies, especially in Tier 2 and Tier 3 cities, and to showcase the quality and comfort that make Asian Footwears a household name.”
This strategic collaboration reflects Asian Footwears’ commitment to building a stronger emotional connection with Indian consumers through powerful cultural touchpoints — from sports to entertainment.
At the heart of this innovative campaign are a series of Asian Footwears’ TVCs, fronted by MSD, that bring alive the mantra – ‘Go Chase’ – in a style that amplifies his persona. The latest film in the series, titled ‘Routinely Heroic,’ captures Dhoni in his element — calm, focused, and unstoppable — inspiring every individual to chase their goals with the same determination.
“The media property’s strong connect with both metro and non-metro audiences, coupled with its aspirational appeal, aligns perfectly with the brand’s vision of reaching today’s dynamic, style-conscious consumers. This collaboration not only enhances nationwide visibility but also deepens brand affinity across diverse audience segments,” said Priyanka Sarkar, VP media, 3XM India.
The campaign marks a rollout across television, OTT platforms, digital channels, print, and outdoor media, amplifying the brand’s presence nationwide. Designed for Gen Z and millennial audiences, Routinely Heroic blends Dhoni’s authenticity with Asian Footwears’ commitment to innovation, comfort, and contemporary design, perfectly encapsulating the brand’s vision of delivering “performance for every step.”
The films the company explains 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.
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