Liberty brings Hrithik Roshan in a brand new avatar

Liberty shoes, the only Indian company which is amongst the top 5 manufacturers of leather footwear in the world, today unveiled the brand’s new campaign with the fashion icon and Liberty’s brand ambassador, Hrithik Roshan – ‘Fashion is Comfort’. Liberty with pride introduced the new TVC to its audience in the festive season and auspicious occasion of Navratras. 

Further enhancing the existing and emerging personality of the brand, the new campaign and identity aims to recreate the delightful hues of fashion and comfort connecting to the brand. ‘Fashion is Comfort’ is one of the key attributes of the new campaign - a fresh rendition of the brand philosophy associated with Hrithik Roshan, while making it more contemporary.
Sing it to me. Sing it loud. Let the toe begin to tap on its own. Show me the comfort of the shoes. Show me the variety. Choose I will. Because Fashion is comfort - The new Liberty campaign encapsulates these youthful emotions. Set inside a top end retail store, the film is all fun and partying. Set to a pacy track, the action begins as the store is shut and the shoes light up to party with 
energetic music. The brand ambassador, Hrithik Roshan starts the action majestically by beginning to set a drum while mixing track with youthful lyrics. A range of formal shoes, Fortune and Force 10 are adorned by the star in the campaign. Hrithik as the new fashionistas, the high decibel music and the youthful styling set along with the dancers gives Liberty brand a contemporary feel.
Speaking on the launch of the new campaign, Anupam Bansal, Executive Director, said “The new campaign emphasizes fashion and comfort, the most appealing characteristics of Liberty Shoes. It rejoices spontaneity, vibrancy and free spiritedness of today’s youth. The campaign is yet another remarkable milestone in our journey of symbolizing shoes that are young, comfortable and colorful. It is our pleasure to be associated with Hrithik Roshan for the new advertisement. Hrithik’s proximity to perfection, his overall styling, the class, the sense of dressing, is truly the sign that characterize Liberty Shoes.”  
Television Commercial Credits
·         Director: Indrajeet Nattoji
·         Music: Amartya Rahut
·         Director of Photography: Vikas
·         Choreography: Feroz Khan
·         Stylists: Niharika for Hrithik. Sonia for other artists
·         Creative Team:  Probal Mukherjee
·         Creative Agency: The Page

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