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Sambit Mohanty is Bates 141 Delhi executive creative director
MUMBAI: Bates141 Delhi has appointed Sambit Mohanty as executive creative director.
Prior to this, he was heading the creative function department at advertising and design firm, Brand Planet Elephant.
Says Bates 141 CEO Sandeep Pathak, “He will work closely with Bates 141 Delhi EVP Vaasu Gavarsana to make the agency a destination for brands looking for real change in the North India market.”
Adds Bates 141 CEO Sandeep Pathak, “He will work closely with Bates 141 Delhi EVP Vaasu Gavarsana to make the agency a destination for brands looking for real change in the North India market.”
Mohanty has around ten years of experience in advertising and has worked with agencies like Euro RSCG, Lowe, Publicis, Vyas Giannetti Creative (VGC) and Leo Burnett.
Mohanty said, “It‘s a very exciting time to be at Bates and I‘m looking forward to be part of the action. The team here is young and keen to create great work and I‘m coming on board to partner them in this process.”
Mohanty has worked on brands including Reckitt-Benckiser, Perfetti, Intel, MSN, Tanishq, Britannia, Nestle (Maggi), HP, ABN Amro, Indian Express, BBC World, Park Hotels and Religare.
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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.
