MAM
Sparx’s ‘It’s In Me’ campaign raises the adrenaline high with focus on today’s youth
Mumbai: The All New TVC is a part of the celebrated ‘Its In Me’ campaign by the popular footwear brand featuring Bollywood maestro Akshay Kumar as the lead.
Synonymous to the emotion, strong willingness and athleticism of the youth, Sparx — the popular footwear brand by Relaxo is set to win more hearts and garner accolades across the internet with the launch of the ‘Its In Me’ campaign’s TVC that features Bollywood superstar Akshay Kumar as the primary lead, alongside other supporting actors who reflect upon the creative thought of celebrating the undying energy and ‘never give up’ attitude of the youth.
The creative opens up with the Bollywood actor engaged in a Kite or ‘Patang’ flying drill (as India calls it) with a young guy who’s indulged in the same along with his friends. The teenager or the young kid tries his best to get the better of Khiladi Kumar but fails to do so, losing hold of his kite. Akshay celebrates his victory by announcing ‘Ye Kata’ (it is gone) to further testify upon his victory. However, the kid takes it positively and reverts with — “Akshay sir, kaata hai, loota nahi hain.” (meaning, I’ve lost it, but you haven’t got hold of it yet). The accompanying visual shows a two way tussle and a high octane run between both as the young guy and Akshay are seen wearing their respective Sparx shoes.
They run, turn, move, jump and maneuver at extreme pace and still the grip they have on the road showcases the impeccable quality of the footwear as a whole. Ultimately, both of them are able to be at proximity with the kite where Akshay gets hold of the manjha (the kite flying thread) whereas the young individual gets hold of the flight, which he achieves by jumping into the water — again resonating on the fearless attitude of the Indian youth. Akshay acknowledges the kid and his agility with “Tu bhagta acha hai ” (meaning you run well, kid) to which the individual replies with, “Aap bhagate bhi toh acha ho” (meaning, that’s because you make me run well). The TVC ends with both of them, flaunting their experience and announcing the ‘Its In Me’ collection.
Relaxo Footwear executive director Gaurav Dua, shared his excitement for the brand-new campaign, stating, “At Relaxo, we are thrilled about the ‘It’s In Me’ campaign, something that signifies our vision of harnessing the boundless energy and spirit of today’s youth. It represents our continuous emphasis upon the dynamic, ever-evolving aspirations of the youth. Sparx is not just about footwear; it’s about encapsulating the vitality and enthusiasm of the younger generation.“
“The ‘Its In Me’ campaign is something that’s synonymous to the youngsters of our nation and what better way to showcase it than having megastar Akshay Kumar. The TVC does justice to our quality and the parameters that distinguishes us from the rest,” said Relaxo Footwears VP & head of marketing Sachin Chhabra.
The TVC and the collection is all set to make headlines standing tall on the urban, quality, durability and comfort narrative as a whole.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
