Pairon Ki Suno” campaign by 82.5 Communications for Ajanta Shoes
When a 65-year-old footwear giant sets new horizons for their business, who do they listen to? They listen to their feet. Conceptualised by 82.5 Communications, Ajanta Shoes has launched a new brand campaign “Pairon ki Suno” that offers a fresh and differentiated take in the footwear category.
A series of television commercials have been envisaged on a simple idea - To achieve anything in life, you need to listen to your feet. The campaign has been brought alive by brand ambassadors Sourav Ganguly and Parineeti Chopra.
Ajanta Shoes believes that only when you listen to your feet, can you create quality footwear with new-age style and comfort, all delivered at best-in-class value and affordable prices. This is what makes Ajanta Shoes the preferred choice compared to other conventional footwear brands.
The TVCs envisioned by 82.5 Communications (An Ogilvy Group Company) and produced by Kinttsugi Stories (Mumbai) will go live on 16thApril in eastern India in its first phase. Soon after, the campaign will roll out across all markets in the country backed by a strong 360-degree campaign over the next few weeks.
With a vision to be the market leader in the Eastern part of India and grow its presence nationally, Ajanta Shoes, which is already a known and trusted name in the footwear industry, has been consolidating and growing its market share and reach, consistently in a phased manner over the past few years. The brand aims to strengthen both its portfolio and imagery with new introductions and continuous innovations.
Sagnik Banik, Managing Director, Ajanta Shoes: "This new brand mantra is exactly in tune with our constant endeavour to be a step ahead technologically in giving footwear that is comfortable and super stylish at the same time. Pairon Ki Suno is the closest to capturing the science of footwear comfort that Ajanta adheres to.”
Mayur Varma, Executive Creative Director, 82.5 Communications: "Pairon ki suno is a mantra by which Ajanta makes its shoes. Pairon ki suno is the inspiration which will take its users to their destinations."
Sharmista Dev, President (East), 82.5 Communications: "Our approach for Ajanta’s new brand positioning was to talk to the youth and go beyond the functional benefits that are generic to the footwear category. The youth will find the brand’s new philosophy ‘Pairon ki suno’ both relevant and appealing."
Client - Ajanta Shoes
Creative Agency: 82.5 Communications
Chairman & CCO – Sumanto Chattopadhyay
Co Chairman & CEO – Kapil Arora
Planning Lead – Anirban Mozumdar
Creative Lead - Mayur Varma
Creative Team: Joejee Manthanam, S.K. Gousuddin
Account Management & Planning – Sharmista Dev, Atanu Deb, Devika Sharma, Saikat Dasgupta
Film Production House: Kinttsugi Stories, Mumbai