Barun Prabhakar reveals the secret sauce behind Liberty Shoes campaign strategy

With over 60 years in the industry, Liberty Shoes has built up a strong heritage over the years. This longevity reflects a commitment to quality and adaptability to changing market trends. Liberty is among the top 5 manufacturers of leather footwear globally and has a presence in over 25 countries, including prominent fashion destinations. Continuing to evolve with the ever-changing fashion landscape, maintaining high-quality standards, and staying customer-focused are expected to contribute to Liberty Shoes’ ongoing success in the global footwear industry.

In an exclusive interview with Adgully, Barun Prabhakar, Marketing Head, Liberty Shoes, speaks about his approach to marketing, the successful campaign strategies of Liberty Shoes, use of hard hitting storytelling, evolving with a pulse on consumer desires, and more.

Please tell us about your professional journey so far.

My professional journey has been a dynamic expedition, marked by the convergence of creativity and strategy. Beginning as a footwear designer, I sculpted my early years around the art of crafting stylish and functional shoes. Despite reaching remarkable heights in my design career, a latent passion for brand building beckoned me. The transition from a footwear designer to a brand marketing leader was not without its challenges, navigating unfamiliar territories and embracing the intricacies of strategic branding. The journey, filled with both ups and lows, has been a testament to resilience and the pursuit of one’s true calling. Today, as a marketing leader, I draw upon my design roots to create narratives that resonate with audiences, embodying the belief that embracing one’s passion can lead to an enriched and fulfilling professional narrative.

How have you helped craft Liberty Shoes’ success?

Liberty Shoes’ success has been a collaborative effort of multiple teams at work. We’ve focused on consumer insight-backed product development, innovative marketing strategies, product positioning and customer experience at all POS, which has led to positive results for the brand.

You have helmed and conceptualised many ad campaigns for Liberty. What inspired you for the successful campaigns?

Ad campaigns for Liberty Shoes are more than marketing initiatives; they’re stories waiting to unfold. Each campaign is a canvas, where creativity dances with strategy, inspired by the belief that a brand should be a symphony of emotions. The inspiration comes from the pulse of the people – their dreams, aspirations, and the rhythm of their lives. Liberty campaigns are not just about showcasing footwear; they’re about showcasing moments. Whether it is the nostalgia of a timeless design or the thrill of stepping into a new adventure – the essence lies in connecting with our audience on a personal level. The secret sauce? A genuine passion for storytelling, consumer insight-based product development, team effort, an unwavering commitment to quality, and an understanding that every step we take in our campaigns should resonate with the heartbeats of those who wear our shoes.

You were earlier into product designing. What made you to shift to the marketing side?

The shift from product designing to marketing was an evolution driven by an insatiable love for storytelling and an inherent fascination with the art of advertising. While designing footwear allowed me to express creativity through tangible products, I discovered an even greater canvas in marketing, where narratives come to life. Watching ads on TV and YouTube wasn’t just a pastime; it became a source of inspiration. Each commercial was a story waiting to be told, a world waiting to be explored. The allure of creating narratives that resonated with people on a broader scale became irresistible.

It wasn’t merely about the product anymore; it was about crafting experiences, emotions, and memories. The transition from a designer to a marketing head was, in essence, a pursuit of the magic that happens when a story connects, and a brand becomes more than just a product – it becomes a part of people’s lives.

What have been the marketing techniques employed by Liberty Shoes?

Liberty Shoes employs a mix of traditional and digital marketing techniques. From engaging social media campaigns to strategic partnerships, we adapt our approach to stay relevant in the ever-evolving market.

We are seeing a lot of changes at Liberty Shoes in the last few years. What has driven those changes?

We’ve evolved with a pulse on consumer desires, crafting products shaped by their insights. Data study has become our compass, guiding decisions that resonate in the market. Innovations in marketing aren’t just trends; they’re our commitment to staying relevant. From dynamic content strategies to listening intently to consumer feedback, we’ve turned each step into a synchronised dance with our audience. Liberty Shoes isn’t just a brand; it’s a narrative co-written with those who wear our creations. This journey isn’t just about changes; it is about growth, adaptation, and a promise to keep walking in step with the dynamic beat of the market.

Could you tell us about the ‘Sitaare Aise Hi Nahi Bante, Mehnat Karni Padti Hai AM to PM’ campaign? Who is your TG here?

‘Sitaare Aise Hi Nahi Bante, Mehnat Karni Padti Hai AM to PM’ is a celebration of the relentless spirit of the young hustlers, who redefine success every day. Inspired by the beating heart of our society, filled with ambitious souls burning the midnight oil, the campaign echoes the rhythm of their aspirations. Targeting the vibrant Tier 2 and 3 audiences, it encapsulates the essence of our brand’s ‘AM to PM’ philosophy. Through hard hitting storytelling, we’ve spun a tale that resonates with those who hustle from dawn till dusk from ‘Am to Pm’, weaving their dreams into the fabric of each passing hour. It’s not just a campaign; it’s an anthem for the unsung stars crafting their destinies, hour by hour.

What would be your message for aspiring marketing professionals?

To aspiring marketing professionals, I would say: Stay curious, adapt to changes, and always prioritise understanding your audience. The marketing landscape is dynamic, and success comes from a combination of creativity and strategic thinking.