For those with Passion in their veins
This classic campaign would break the mold for footwear ads. ‘Chal Badh Chal’ film is not an advertising campaign; and that’s exactly why the advertising and marketing industry can’t get enough of it.
It’s uncommon for companies to develop a concept and expect creativity on every part of a campaign. Liberty brand team has delivered a whole new meaning by conceptualizing the‘chal Badh Chal’campaign. Liberty Shoes’ line of sports footwear, Leap 7X campaign stars ‘Hijabi biker’ Roshni Misbah who squashes all typecasts and societal pressure to fulfil her dreams.
The film starts with Misbah’s voice directing towards the hypocritical nature of society; how on one hand it talks about listening to one’s heart and on the other hand not accepting other’s choices. Misbah narrates her story of struggle, which started right inside the home. She brushes off all the taunts and keeps herself fit to realise her dream. Ultimately, she rose above all the fears of both family and society to become an avid biker. Through super impactful visuals and a convincing voiceover, it is an unflawed spell of women empowerment. The campaign brings in a whole new meaning to women empowerment.
Over the past few years, India has rapidly caught up with the wider global fitness trend. Driven by the country’s growing wealth, changing lifestyles, and
“… Keeping in mind the trends of the world, these shoes depict the perfect combination of style and comfort to make you stand out in the crowd.” – Anupam Bansal, Md-retail, Liberty Shoes
rising urbanisation, an increasing number of Indian consumers are becoming more health conscious and are adding new health and wellness routines to their hectic lifestyles as a result.
Having experimented with certain premium formats, Liberty Shoes has decided to be in the value segment with a special focus on Athleisure, this time for more developed markets for this season. Under this market are the products which can be worn to gyms and for exercises as well as casual clothes for other activities. Trends keep changing with times and this trend seems to be the favourite of the consumers as it has been achieving growth and success, ever since it has made its entry in the wellness industry.
It is the industry which is growing at a very fast rate, providing lots of options to choose from. This market doesn’t seem to end at one point as it offers a lot of varieties in the form of accessories, footwear and apparel. It is the industry which has a market size of $330 billion at present and is still growing.
“Leap 7x is the latest collection which is widely promoted as a part of new campaign CHAL BADH CHAL to break the conventional way of thinking. A call to action to think beyond and move forward. Recently we have shot with Ms. Roshni Misbah, a woman hijabi biker, and we are in the process of shooting more such inspirational videos. These shoes are extremely trendy which would go with any casual or sporty look. Available in tints and tones of black and white, grey, blue etc they are designed to leave a mark on the mind of the people seeking trend and comfort. Keeping in mind the trends of the world, these shoes depict the perfect combination of style and comfort to make you stand out in the crowd,”says Anupam Bansal, MD Retail Liberty Shoes.
“The challenge for the Indian footwear industry is large but anticipating India to become amongst top 5 superpowers by 2030, our consumption rates can reach as high as 7-8 pairs. In such a scenario, India would need to produce anywhere between 8-10 billion pairs considering yearly population growth, with major contribution by the Athlesiure industry.with the global integration of Indian industry, rapid change in lifestyle, income growth at bottom of the wealth pyramid, the footwear industry is expected to grow by leaps and bounds,”adds Barun Prabhakar, Marketing Head Liberty Shoes.
The campaign is a courageous endeavor by Liberty brand team at advertising in recent times. Roshni definitely contributes to the campaign a convincing believability, which probably a known star might have imparted.
“With global integration of Indian industry, rapid change in lifestyle, income growth at bottom of the wealth pyramid, footwear industry is expected to grow by leaps and bounds.” – Barun Prabhakar, Marketing Head, Liberty Shoes
A woman breaking stereotypes who flies on two wheels I am roshni misbah #Knowmystory A trainer who wants to put a basket ball ring on every corner of the country I am pradyut voleti #Knowmystory