Brands
Flite unveils new visual identity with refined logo
MUMBAI: Flite has refreshed itself with a contemporary, new visual identity. Continuing with the existing colour palette for familiarity, the logo attempts to embody an iconic visual element, which, while being integrated with the brand, can be used independently as well. An abstract version of a bird taking flight has been crafted as the iconic emblem represented in brand colours. Flite logotype was refined to reflect the brand confidence that would mirror the ambitious mindset of Indian youth.
The visual identity was created around the concept of “flight of dreams." The concept resonates well with the target group, which has high aspirations, is ambitious and believes in the idea of “now is the time for me to soar high."
Upon enquiry into the landscape of value range of footwear, user research revealed that the choice of accessories like footwear has evolved from merely being functional to a catalyst of their dreams and aspirations. Based upon this insight, the exercise was focused on developing a contemporary, aspirational and youthful imagery.
Relaxo Footwears Ltd ED Gaurav Dua said, “Flite is a brand of semi-formal footwear from the house of Relaxo. Positioned as youthful, stylish and comfortable, the concept resonates well with the target group, which has high aspirations, is ambitious and believes in the idea of now is the time for me to soar high. What has been remarkable in the new identity is the fact that it ticks all the requisite dimensions of brand expression without diluting the essence that the current audience was familiar with for decades.”
With actor superstar Ranveer Singh as the brand ambassador, Flite plans to reinforce its leadership position in the open footwear category with an exciting new product range and aggressive marketing campaigns.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
