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Khadim’s out to capture the Puja spirit with new campaign and footwear range

19-September-2005
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Khadim’s out to capture the Puja spirit with new campaign and footwear range

Like every year, Khadim’s, the well known chain of footwear stores in Kolkata with outlets now in other parts of India as well, has launched a new range of footwear for the entire family for the upcoming festive season. It has also launched a new campaign celebrating the festive spirit done by O&M Kolkata.

Joydeep Basu Roy, Senior Brand Manager, Khadim’s, said, “The new range, which encompasses 1,300 designs, will give Puja fashion a new definition altogether. Stress has been laid on trends, colours and comfort, without of course compromising on the core promise of the brand – quality footwear at an affordable price.”

The Puja campaign of the footwear company has a remarkable synergy with the theme communication for brand Khadim’s – ‘Khadim Sharadin’ (Always Khadim) – that has been the sign-off line for several years now.

The central theme of the Puja campaign this year is ‘temptation’. Taking the idea forward from their present television commercial, an idea the brand has stuck to for over a year, the communication shows how various people engaged in Puja activities find the sight of Khadim’s shoes so compelling that they forget everything they are doing.

Be it a father taking snaps of the shoes instead of his kids, a ‘dhaki’ playing his music on a hapless boy’s head, women spoiling their ‘rangolis’, or kids getting distracted during their play, all are enchanted to a point of distraction by Khadim’s shoes.

The radio spots for the campaign, done in the form of typical Puja pandal announcements, further establish its core premise of irresistibility. Slice of life situations typical of those five days of Durga Puja – pandal hopping, blaring loudspeakers, soulful beats of the dhaki’s drum, families dressed in the festive best, the gay abandon of the people doing the rounds of the city – make the spots both entertaining and arresting to help them rise above the din of a surfeit of Puja ads.

Apart from television, radio and outdoor, various innovative media solutions as well as in-store promotions have also been used, supplemented by full page press advertisements, originally a preserve of Bata, that often serve as catalogues for consumers.

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