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Rotomac appoints Ignite Mudra as branding and creative partner
MUMBAI: Rotomac Pens has appointed Ignite Mudra to handle branding and creative duties for its corporate and writing instruments brands.
The agency’s approach on how will they get a brand agnostic consumer show discernment towards brands has won them the business.
Ignite Mudra head Sudarshan Banerjee said that in this market most of the purchases are ‘brand agnostic’ since the consumer doesn’t really pay too much attention to the brand of pen he uses.
Sudarshan Banerjee said, “The brand is a leader in its business and has a strong residual image in the consumer’s mind. We’re sure that there’ll be some truly exciting work on Rotomac very soon.”
Rotomac president Rahul Kothari said, “The last decade has been truly exciting with the entry of many players and competition heating up in a big way. The market itself is undergoing a tectonic shift with increasing literacy and evolving tastes of the Indian consumer. Our interactions with Ignite Mudra have cemented our belief that they are the ideal partner to drive exponential growth for brand Rotomac in the coming years.”
Ignite Mudra, has built brands for entrepreneurial ventures in the past three decades, such as Reliance (Vimal), Rasna, Dhara, Paras Pharmaceuticals (Itchguard, Dermicool, Moov, Krack, Recova, Livon), Electrotherm (YObykes), and Zydus Cadila (Nutralite, Sugar Free, Everyuth).
MAM
Chupps Footwear unveils comfort-led campaign with ‘sleeping feet’
30-second film uses visual metaphor to showcase comfort across digital platforms.
MUMBAI: When comfort kicks in, it seems even your feet clock out. Chupps Footwear has rolled out a new campaign that takes a sharply minimalist route to communicate a familiar promise comfort. Instead of leaning on cushioning claims or tech jargon, the brand flips the script, showing what comfort looks like when it quietly does its job. Conceptualised by INTO Creative, the campaign centres on a 30-second hero film supported by static creatives across YouTube, Meta and OTT platforms. It marks a shift from feature-led messaging to a more evocative, almost hypnotic storytelling approach.
The film itself is stripped to its essentials. A series of feet wearing Chupps gradually tilt and collapse sideways, mimicking the act of falling asleep. There is no voiceover, no dramatic setting just repetition, rhythm and a single-minded visual idea. The payoff is equally understated: the brand logo and the line, “Comfortable Footwear.”
What adds texture is the soundtrack. Built around the recurring line “So gaya re…”, the music introduces a playful contrast to the stillness on screen. Each ‘sleeping’ foot lands on beat, creating a pattern that is oddly satisfying and difficult to ignore.
The creative insight is simple but effective. If real comfort makes the body relax, why not show feet doing exactly that? It is a metaphor that sidesteps category clichés while staying rooted in a universally understood feeling.
For Chupps, the campaign also signals a broader repositioning. Having earlier experimented with sustainability-led messaging through its 2025 biodegradable hoarding activation, the brand is now exploring storytelling that leans more on sensory recall than specification.
The challenge, as with most footwear brands, is differentiation in a crowded market where “comfort” is table stakes. By choosing to demonstrate the outcome rather than explain the input, Chupps attempts to carve out a more distinctive voice, one that relies less on features and more on feeling.
Because sometimes, the strongest proof of comfort is not what you say, it is what your feet do when no one’s watching.
