The texture, design and comfort level of shoes are meant to be felt with one’s hands before slipping one’s feet into it. This happens to be the insight platform on which the new TVC for Khadim, a popular Kolkata-based show brand, has been created.
Made by O&M, Kolkata, the new TVC shows people walking, spinning, dancing in a Khadim shoe store. People of all age groups are admiring or examining different pairs of shoes, but there is one very unusual thing – the shoes are worn on the hands and not on the feet!
According to Sharmistha Dev, General Manager, O&M, Kolkata, “This communication tries to break the monotony usually associated with shoe commercials. It also gave us the opportunity to showcase the range of shoes. With a fresh new treatment, the film aims to stand out and break the clutter in the category of footwear advertising.”
The film has been directed by Ram Madvani of Equinox, while the music has been scored by Vishal-Shekhar. ‘Pairon ka aaram aapke haathon mein, Khadim sara din’ (The comfort of your feet is in your hands with Khadim all day long) is the catchy refrain of the background score.
The target audience is the middle class and the brand strives to live up to the changing image of the target consumer.