Cochin: Paragon, India’s largest selling footwear brand has launched a new campaign with its newly roped brand ambassador Bollywood celebrity and style icon Hrithik Roshan.
Paragon has taken a different route through this campaign as it is well known as an office friendly footwear brand that is comfortable for daily office wear. The newly launched Mirror TVC is aimed to position the brand as a stylish brand that is designed to suit the preferences of youth and style conscious men. The campaign is done is such a way that it breaks through the mindset of the consumer that Paragon as a brand that is meant for office goers and sets a style quotient focussing on today style conscious young men.
The 50 sec long ad film titled Mirror gives a very peppy feel, that makes one feel young, and jingle takes us through the a sequence of where we see style icon Hrithik Roshan, making some stylish movements with the Paragon footwear on.
TVC shows the Mirror image of the young boys wearing Paragon Office chappal are surprised to look like Hrithik Roshan with replica of his iconic dance movements, the same happens with a middle aged women as she feels she is dancing with the celebrity but in reality she is dancing with her husband. The film communicates that if you wish to feel like celebrity Hrithik, he should be wearing Paragon footwear.
Outlining the company’s new marketing strategy, Mr. Joseph said “Paragon’s ‘Office Chappal’ collection of men’s footwear has caught the imagination of a vast section of office goers everywhere. Now we want to broaden the brand’s footprint amongst younger, more style conscious men. For this we are launching a new ad campaign which will showcase a new range of fashionable designs. Hrithik was our obvious choice to endorse the brand, because his image is in perfect sync with our brand’s key attributes. His appeal as a style icon cuts across all age groups and spans entire India. We are very happy to have him as our brand ambassador.”
Speaking on the occasion, Hrithik said “It’s a great feeling to be associated with India’s top footwear brand. Paragon is a fine example of a homegrown brand that’s going global because of its vision, leadership and dynamism. It is also a welcome opportunity for me to endorse a brand which fits very well with my screen personality. I thank Paragon and look forward to an exciting journey as their brand ambassador.”
Mr. Sreenath, the CEO of Hammer Advertising, later speaking about the forthcoming ad campaign and the choice of Hrithik as the brand ambassador said. “With Hrithik, the brand fit was just perfect. As Paragon’s brand ambassador, Hrithik will play a crucial role in product communication and promotion.
The TVC has been conceptualised by Hammer Advertising, Kochi and is set to go on air across mediums like television OOH, digital, BTL and radio.
Agency: Hammer Advertising
Producer : Sreejith KS
Production House: Navarasa Creatives
Director : Lloyd Baptista
Choreographer : Remo D’Souza
DOP: Vikas Sivaraman/Sunil