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
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
