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.

Shoes & Accessories - - Contents -

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

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