Ad Campaigns
Relaxo Flite & L&K Saatchi & Saatchi launches ‘Sar Utha Kadam Badha’ campaign
Mumbai: The success of any ad campaign is often judged by the second in the series. If this measure is true, the second Sar Utha Kadam Badha film for Flite Footwear is poised to take the brand to a new high.
Created by Law & Kenneth Saatchi and Saatchi, the film builds on the task set by the first film- to reposition the brand in the minds of consumers and connect with them at an emotional level. Having successfully steered the brand from celebrity infested waters in the category, the new film also works around the core insight that each one of us has the right to dream and dream BIG. People’s opinions, judgments or beliefs should not stop anyone from pursuing their dreams and neither should geography and language. Flite celebrates this resolve to move forward and upwards through ‘Sar Utha Kadam Badha’.
This time however the campaign goes a step further to tell the story from an even more ‘real’ lens. An authentic story of screenplay writer Varun Grover’s journey from a small town boy in Benaras to struggling writer in Mumbai before his eventual success and National Award. With the ‘real people’, ‘real success stories’ approach, the new film shows us that sometimes truth is more engaging than fiction and certainly more inspiring.
Sharing his views on the campaign, Relaxo Footwears Ltd. executive director (sales & marketing) Gaurav Dua said, “With this campaign brand Flite captures the emotional roller coaster of one embarking upon the path less travelled and the grind and rejections that come along the way. The ‘Sar Utha, Kadam Badha’ campaign celebrates the journey of an individual who, undaunted by the naysayers, works his way to become someone as acclaimed and beloved as Varun Grover. Brand Flite salutes the spirit of the achiever, who dares to dream and work his way towards success.”
Speaking on the campaign, L&K Saatchi & Saatchi CEO Paritosh Srivastava said, “Flite has always been a trusted partner in the lives of our customers and has been the market leader by that virtue. ‘Sar Utha Kadam Badha’ was born two years back with the objective to create brand love, stature and respect for Flite. The first campaign achieved that to a great extent. It’s always tough to follow a hit in the first act. We are quite thrilled that this campaign takes ‘Sar Utha Kadam Badha’ to another level. The fact that it’s inspired from the real story of Varun Grover will significantly strengthen our positioning and establish a deeper emotional connection with our audience.”
Commenting on the new film, LKSS joint NCD Rohit Malkani said, “The toughest part of a successful continuing campaign is the pressure to go one up on the previous one! But this has been a long and exciting journey. Whether it be shifting gears to real life or scouring the web for inspiring stories to tell, it’s been a huge learning. Above all, we’ve enjoyed lifting the story telling to a cinematic level this time.”
The film has gone live and will span all crucial platforms comprising television, print, radio, outdoor and digital.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
