Hrithik Roshan is Paragon’s new brand ambassador

Signing part of a major expansion plan in which the company aims to have a bigger and wider presence across India

e4m by exchange4media Staff
Updated: Mar 8, 2018 4:57 PM

In a step to reinforce its leadership role and take it to the next level, Paragon, India’s largest selling footwear brand, has signed Bollywood celebrity and style icon Hrithik Roshan, as its new Brand Ambassador. This was announced by Joseph Zachariah, Director, Sales & Marketing. This signing, he said, was part of a major expansion plan in which the company aims to have a bigger and wider presence across India.

Outlining the company’s new marketing strategy, Zachariah said, “Paragon’s ‘Office Chappal’ collection of men’s footwear has caught the imagination of a vast section of office goers everywhere. Now we want to broaden the brand’s footprint amongst younger, more style conscious men. For this we are launching a new ad campaign which will showcase a new range of fashionable designs. Hrithik was our obvious choice to endorse the brand, because his image is in perfect sync with our brand’s key attributes. His appeal as a style icon cuts across all age groups and spans entire India. We are very happy to have him as our brand ambassador.”

Speaking on the occasion, Hrithik said “It’s a great feeling to be associated with India’s top footwear brand. Paragon is a fine example of a homegrown brand that’s going global because of its vision, leadership and dynamism. It is also a welcome opportunity for me to endorse a brand which fits very well with my screen personality. I thank Paragon and look forward to an exciting journey as their brand ambassador."

Sreenath, the CEO of Hammer Advertising, later speaking about the forthcoming ad campaign and the choice of Hrithik as the brand ambassador said, “With Hrithik, the brand fit was just perfect. As Paragon’s brand ambassador, Hrithik will play a crucial role in product communication and promotion. The multi-lingual, multi-media campaign featuring the star will include a TV commercial which has been already and will be on air soon. It was produced by Sreejith of Navarasa Creatives, directed by Lloyd Baptista, choreographed by Remo D'Souza and shot by Vikas Sivaraman/Sunil. Print, outdoor and digital campaigns have already been planned in a big way.”

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