Mumbai: Saatchi & Saatchi India has unveiled a new campaign for Flite, the leading family footwear brand by Relaxo Footwears Limited, featuring Bollywood actor Sanya Malhotra. The film redefines Flite’s iconic tagline ‘Sar Utha, Kadam Badha’, positioning the brand not just as a comfort choice but as a celebration of confidence, individuality, and style.
The campaign highlights everyday achievers who rise above challenges, with Sanya bringing this narrative to life through her journey from modest beginnings to achieving her ambitions. Concluding with ‘Sar Utha, Kadam Badha’, the campaign reinforces Flite as a partner in this journey, offering footwear that blends comfort, durability, and style.
Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India,said, “I’ve been spearheading creative for the Flite brand from the day we won the business in 2021. And with each campaign, we wring the opportunity to mine new and exciting insights into our consumers while keeping the DNA of Flite intact. With Sar Utha. Kadam Bada 3.0, it’s been a whirlwind journey down several new roads. First the endless search for a celebrity that mirrored the ethos, then partnering with Ashim to create a stylish, contemporary visual language for the brand. And finally, a narrative that reinforces the Sar Utha Kadam Bada philosophy but moves beyond the struggle to reflect on Sania’s journey of grit and determination. The treatment is fresh and fashionable, Sania is an energetic and visual delight, and the brand is basking in its new clothes.”
Manoj Lalwani, Vice President- Marketing, Relaxo Footwears Ltd., added, “This association with Sanya is more than just a brand partnership, it’s the start of an exciting new chapter in our journey. We are taking this association to our customer with a 360° campaign designed to connect deeply across multiple touchpoints, from digital to retail, inspiring them to embrace both style and confidence in every step. With ‘Har Kadam Stylish’ as your way of life and ‘Sar Utha Kadam Badha’ as your way forward, we are confident this will translate into strong resonance and enthusiastic response from customers nationwide.”
Hindol Purkayastha, Head – North & East, Saatchi & Saatchi India, said, “When we began our partnership with Flite, we had a shared vision of depicting the brand through unique storytelling that pushed the category. Since then, every campaign has focused on building brand love. Our latest film leverages the strong recall for ‘Sar Utha, Kadam Badha’ to connect with newer audiences and expand the consumer base. With design and lifestyle at its very core, we are confident this campaign will impact the consideration and spark fresh conversations around Flite.”
The high-impact campaign will run across television and digital platforms, reinforcing Flite’s enduring message of resilience, self-belief, and a fearless stride forward.
Team Credits:
Chief Executive Officer – Paritosh Srivastava
Group Strategy Officer – Snehasis Bose
Chief Strategy Officer – Ekta Relan
Chief Creative Officer – Rohit Malkani
Branch Head (EVP North & East) – Hindol Purkayastha
EVP & Head of SSP – Prachi Bali
Vice President – Benny Thomas
Executive Creative Director – Debanjan Basak
Creative Director – Vikas Gaur
Associate Strategy Director – Harsh Vikram
Associate Brand Director – Mushkan Deora
Sr. Brand Associate -Aadita Khosla
Brand Partner (Digital) – Shakti Tokas
Associate Brand Director – Kriti Rawat
Brand Associate – Sampada Sharma
Creative team – Sumit Sond, Saumya Goel
National Films Head (Publicis): Jignesh Maru
Executive Producer (Agency): Rahebar Sonawalla
