Skecher India's new campaign featuring Ananya Panday is all about moving forward

Skechers India has kick-started a new campaign, 'Originals Keep Moving' featuring Bollywood actress Ananya Panday. Under the new campaign, the brand has launched flagship lifestyle collections and the Skechers D'Lies.

The advertisement highlighting new campaign features Ananya Panday and others shaking a leg on groove-worthy tune as they wrap their feet with a range of sneakers from Skechers.

Created and conceptualised by Leo Burnett India, the TVC pays tribute to the street dance culture that has witnessed sharp growth in recent years. The message transpired by the ad is that no matter what life throws at you, you gotta keep moving.

Rahul Vira, chief executive officer, Skechers South Asia, said, ‘’As Skechers was born as a youth-focused brand, it’s our aim to strengthen our connection through communication with the youth of India and ignite a shift in the Indian mind-set at large. With this announcement, we have also launched the newest collection in our flagship lifestyle range,Skechers D’Lites and welcome Ananya to the Skechers family where she will be a perfect ambassador thanks to her role as an influencer to her fans of all ages.”

Rajdeepak Das, managing director, India and chief creative officer, South Asia, Leo Burnett, added, “Reminiscent of the 90’s style, as Ananya and her friends sashay down the streets in synchronized choreography, the visuals and the music are bound to take you through familiar yet unfamiliar territory with a retro cool meeting the edgy future vibe. Dance has always been a central form of self-expression and just like the iconic Skechers D’Lites collection and our campaign draws a parallel between the two encouraging everyone to keep moving forward in life.”

Ananya Panday is the first female brand ambassador of Skechers. Commenting on the brand association, she had earlier said, “My love for comfortable, stylish shoes is unceasing, and being a 90s kid myself, I have always loved fashion trends from that era, especially the chunky sneakers. Being associated with Skechers has absolutely been an exciting journey as the brand is synonymous with comfort which is a big part of why I love Skechers so much. I love the chic and relaxed style of footwear they offer, and I am all set to be a part of it. What ‘Originals Keep Moving’ means for me is that despite all of life’s problems, you don’t let anything or anyone stop you, and you just keep on moving. You’re original, you’re

a creator, you’re a go-getter, a hustler in every sense of the word and I absolutely believe in that 100 percent.”