Khadim’s ropes in Kangana Ranaut and Farhan Akhtar to revamp image

The new TVC, created by Rediffusion, aims to position Khadim’s as a youthful brand

e4m by exchange4media Staff
Updated: Aug 13, 2019 1:36 PM



Footwear brand Khadim’s has launched a new campaign featuring actors Kangana Ranaut and Farhan Akhtar to position the brand as a youthful brand among its stakeholders and create conversations among youth centric target audience across India.

The aim of the TVC, created by Rediffusion, is to tap into youth and aspirational target group and make the brand look more youthful and aspirational by associating with youth icons.

Today , the youth own and flaunt who they are without changing their identity, they want to create space for themselves and if their vision is 'to be in every Indian step' , then every step they take, every move they make, Khadim's wants to be in sync with them, hence the tagline ‘In step with every Indian.’

“This was indeed a great opportunity for us to work with Khadim’s and the star celebrities who were endorsing the brand. The challenge was to come out with a simple idea where Khadim’s will stand out as a brand for every kind of Indian and will be relevant to today’s youth. The idea is integral to the brand name and the film is a montage of success stories of today’s progressive Indians,” said Nilanjan Dasgupta, EVP and Executive Creative Director, Rediffusion.

Talking about the campaign and its conceptualization, Rittick Roy Burman, Head –Merchandising and New Initiative, Khadim’s added, “We envisioned to position Khadim as a youthful brand by showcasing its product portfolio and how it caters to the deserving youth of today who are adventurous, confident and self – made, curving out a path for themselves in their road to success.”

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