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Paragon eyes countrywide leadership with new campaign

11-May-2004
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Paragon eyes countrywide leadership with new campaign

With the launch of its new campaign, footwear manufacturer Paragon is looking at attaining the leadership position across the country. Already enjoying leadership in the South, Paragon is now banking on its pan-Indian ad campaigns to secure the top slot nationally.

With its brand-new campaign, Paragon, one of the country’s biggest footwear brands, is all set to put its best foot forward. Originally a South-centric brand, it holds a dominant marketshare in the region. However, with the launch of its new campaign, designed by Mudra South, the brand is looking at creating a lead status in the North, East and West regions.

Says S Radhakrishnan, VP, Mudra Communications, “We are essentially looking at a non-South strategy. For the first time, Paragon has used a two-pronged approach to deliver its brand in the market place.” While earlier, the brand used a single communication to reach its audience across the country, today the company is accepting the cultural differences that exist across regions and is connecting with the consumer through idioms of their choice.

According to Jagdish Acharya, Executive Creative Director - South, Mudra Communications, the brand realised that while there were no further inroads to be made in the South, the North and other areas held a lot of potential. Following this brief, the agency designed the new campaign with a pan-Indian feel. Using the numerous metaphors that exist with the word “pair”(feet), the ads go on to create a synonymous relationship between footwear and Paragon with its “Pairon ke liye Paragon” (Paragon for your feet) campaign.

While this ad showcases real life scenarios across different areas on the North, East and West, the South has a different treat. Paragon is running a “maintenance” campaign for its audience here. In the form of a sequel, the new Southern ad features an actress who is used to reinforce the brand leadership.

The initial reaction shows the campaign to be walking in the right direction. “The response has been very positive with a growing trend in the retail off take,” said Radhakrishnan.

Estimated at Rs 6 crore, the Paragon account has been with Mudra for a while now. Apart from facing competition from the unorganised sector, Paragon is battling brands like Relaxo, Royal and Lakhani for a leading position in the non-South areas.

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