Paragon anticipates a great response to ICC World Cup: Sachin Joseph

Founded in 1975, Paragon today has emerged as a marquee brand in the footwear industry, known for its steadfast dedication to excellence, durability, and fashion. The brand offers a wide range of footwear products, including shoes, sandals, flip-flops, and slippers. Their product line caters to various age groups and demographics, from children to adults. Paragon’s products are accessible through a vast network of multi-brand stores, both online and offline, making quality footwear available to all. Paragon’s distribution network spans 12 strategically located depots across India, facilitating efficient supply chain management.

In an exclusive interaction with Adgully, Sachin Joseph, Executive Vice President of Paragon Footwear, speaks about Paragon’s Diwali campaign, which revolves around celebrating unsung heroes, leveraging digital marketing and partnering with Hotstar for the Cricket World Cup Series, and more.

What is the main focus of the Paragon footwear Diwali campaign?

The Diwali campaign primarily aims to celebrate and promote the unsung heroes of our country, highlighting how they go above and beyond, often sacrificing time with their families for the betterment of the nation and its people.

What inspired the Paragon footwear campaign, especially in relation to small business entrepreneurs?

The campaign draws inspiration from individuals like small business owners, including those working with Paragon, who make great sacrifices, both personally and professionally, to ensure the timely delivery of footwear to customers. It seeks to bring attention to the sacrifices made by these unsung heroes.

What is the core message of the Paragon brand?

The core message of Paragon is encapsulated in its tagline – “Be with us” – emphasising the company’s commitment to standing with and supporting those who go the extra mile for the benefit of consumers.

Who is the target audience for this campaign, and how is Paragon planning to reach them effectively?

The target audience comprises the masses of the country, especially those who play vital roles in the nation. Paragon aims to highlight these individuals and recognise their contributions in the campaign. To reach them effectively, the company is focusing on digital marketing and has signed a deal with Hotstar for the Cricket World Cup Series.

What marketing strategies is Paragon implementing to amplify the campaign’s impact, and how will they measure its success?

Paragon is planning to leverage digital marketing and has partnered with Hotstar for the Cricket World Cup Series. We are also expanding our retail presence to showcase our entire product range. The success of the campaign will be measured based on its reception and impact, particularly in reaching the target audience effectively.

How is this campaign contributing to the amplification and expansion of the Paragon brand?

The campaign is shining a spotlight on the unsung heroes who are essential to the country’s functioning. By recognising and celebrating them, Paragon is strengthening its connection with its target audience and reinforcing its commitment to their well-being.

What strategies does Paragon have in place to amplify the brand in the coming years, particularly in 2024?

Paragon’s strategies for expansion in 2024 include further expanding the retail presence and focusing on our three separate brands: Paragon, Stimulus, and Eeken. We aim to offer attractive designs at competitive prices, particularly for the newer brand entries.

Paragon is a well-known brand with a long history. How is the company maintaining its legacy?

Paragon attributes its long-lasting success to maintaining consumer trust. We have consistently delivered high-quality products and have never compromised on quality, even when facing challenges such as market conditions or fluctuating raw material prices. Additionally, we ensure that our products remain affordable, reinforcing their legacy.

Are there any standout elements of the campaign that you would like to highlight?

Paragon is focusing on the ICC World Cup, and we anticipate a great response. We have also launched two campaigns – the Pujo campaign in the West Bengal market and the Diwali campaign. Both campaigns celebrate the unsung heroes of the country, emphasising their importance in the nation’s progress.