Ajanta Shoes has rolled out a new campaign ‘Pairon ki Suno’, with brand ambassadors Sourav Ganguly and Parineeti Chopra. The campaign aims to highlight the message that to achieve anything in life, you need to listen to your feet. The company claims that only when one listens to their feet, can one create quality footwear with style and comfort. The release is in line with the company’s vision to strengthen both its portfolio and imagery.
For Sagnik Banik, managing director, Ajanta Shoes, the new brand mantra is exactly in tune with the company’s constant endeavour to be a step ahead technologically in giving footwear that is comfortable and stylish at the same time. “Pairon ki suno is the closest to capturing the science of footwear comfort that the company adheres to,” he stated.
“Pairon ki suno is a mantra by which Ajanta makes its shoes. It is the inspiration which will take its users to their destinations,” Mayur Varma, executive creative director, 82.5 Communications, added.
The agency’s 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, Sharmista Dev, president (East), 82.5 Communications, said. “The youth will find the brand’s new philosophy ‘pairon ki suno’ both relevant and appealing,” she highlighted.