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.
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
