Paragon unveils 'India Ka Style' campaign with Hrithik Roshan

The films conceptualised by creative agency Hammer feature Hrithik Roshan paying tribute to time-honoured customs across India

by exchange4media Staff
Published - Oct 12, 2019 10:55 AM Updated: Oct 14, 2019 4:25 PM

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Hrithik Roshan for Paragon Footwear

In a step to reinforce its leadership role and take it to the next level, Paragon has come out with a new campaign “India Ka Style” featuring Bollywood celebrity and India’s foremost style icon Hrithik Roshan.

According to Sreenath, the CEO of Hammer, the creative agency for Paragon, the new campaign has been made at a time when the pride of being Indian is swelling across the nation. “The commercials capture the uniqueness of the Indian tradition and the values that give the country a distinct cultural identity. It’s the most appealing factor and has a great impact on perception and popularity.”

The three films in the campaign show Hrithik celebrating the Durga Puja, which is by far the biggest celebratory occasion in the eastern region. The second one has Dahi Handi as its theme that is celebrated in the western region of India, while street festivities in cinematic theme forms the third commercial which is common in South India.

In each of the films, Hrithik, as Paragon’s brand ambassador, is seen paying tribute to time-honoured customs of India. In the first film, he bows in reverence to the diya to seek blessings. In the second, he touches the ground as is done across India to honour mother earth. In the third film, he bows to get the blessing of the senior in the group, symbolizing the customary respect shown to elders.

Sreenath, who has been involved in the positioning strategy of the brand for the past decade explained that the last two years saw “Paragon’s Office Footwear’’ being strongly associated with style through India’s biggest style icon, Hrithik Roshan. “The latest commercials now talk about Indian style. This is clearly in line with Paragon's focus on style-conscious men who are also proud to be Indians.”

Speaking on the occasion, Hrithik said, “It’s a great feeling to do a commercial that is about Indian identity and its timeless style.” The campaign was conceptualized by Hammer and was produced by Navarasa Creatives. The commercials were directed by Lloyd Baptista and cinematographed by Sudeep Chatyerjee.

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