By Our Staff
Footwear brand Relaxo has returned to television advertising with actor Salman Khan playing the protagonist in the new television ad campaign #MazbootiBemisaal.
Commenting on the new campaign, Gaurav Dua, Executive Director – Sales & Marketing of the brand said: “Relaxo is a household name today. With his mass appeal megastar Salman Khan resonates well with our brand ethos and is most suited to convey the brand USP of ‘Mazbooti Bemisaal’.
By A Correspondent
Footwear major Relaxo has undertaken a rebranding mandating Elephant with the task. Explaining the reasons behind the rebranding exercise of the 40-odd-year-old brand, Gaurav Dua, Executive Director, Relaxo Footwear Ltd said: “With a strong legacy of success and leadership, it was our responsibility to build a future-ready brand Relaxo. We are an ever-evolving brand that has stayed true to the core values of being reliable & approachable across India. With the rebranding exercise, we have also infused youthful and transformational spirit that is important for the growth of internal and external stakeholders of the brand. Elephant, our brand building partners, have played an immensely significant role in bringing our core values to life. I can proudly say that we collaborated with the right partners who understood our ethos and our brand’s value proposition. They will continue to help us deliver seamless brand experience to our customers in times to come.â€
Added Ashwini Deshpande, co-founder & director of Elephant, the rebranding agency says “Relaxo rebranding exercise involved validation of current values of being reliable & approachable while seeking newer dimensions to reiterate the brand’s leadership. In keeping with the evolving consumers & new-age products, we have built the new Relaxo visual identity with a wave of positive transformation. Brand’s dynamism is embodied by forward slanting letters in Berry Blue with Sunny Yellow swoosh flowing across. The swoosh stands for wave of transformation, optimism and positive growth. All brand applications are being created with an ownable visual language and will be evident in the coming weeks across products, print, retail and online presence”
By A Correspondent
Relaxo has recently launched its new TV commercial for its fashionable and trendy series of flipflops – Bahamas. The brand is being endorsed by Salman Khan. The TVC features the vibrant mix of mood, outdoor activity, and young characters along with the magic of the visual landscape, weaving the brand communication into energetic, stylish, and chirpy concept.
The film opens with a group of boys and girls feeling bored in a well-decorated room. In between, Salman Khan makes an entry, teases them for their boredom, and asks to go to Bahamas (proposes an interesting plan to lift their mood). The girls and guys get excited while Salman opens a wardrobe filled with the entire range of Bahamas slippers. The next scene cut to a beach location with all the characters wearing colorful slippers and Salman dancing on a groovy music.
Speaking on the launch of TVC, Gaurav Dua Executive Director (Sales & Marketing), Relaxo Footwears Limited said Bahamas the brand, as the name suggests transcends you into the world of free spirit and fun which unwraps & unbounds you from the mundane & routine to elevate you into a world of cheerfulness, joy & bonhomie. Bahamas boast of a versatile range of exquisite styles that suits the ever evolving needs of today’s youthâ€
With the concept “Keep Chillin, Keep Flippinâ€, the brand aims to position itself as a vibrant and youthful brand that compliments various moods & lifestyle of its customers. The campaign also brings in energy into characters, motivating them to enjoy the moment of life, go out and chill with friends. The brand ambassador Salman Khan performs some of his signature moves and thrills the crowd while making the characters to go all groovy on cheerful music. The TVC captures the spirit of joy, individuality and carefree attitude and enjoying the best in style and comfort- Relaxo Bahamas slippers.
The commercial has a nice Caribbean music with a signature Bahamas step celebrating the mood of free spirit, creating a strong hook amongst the consumers.
Commenting on the insight behind the campaign, Sanjeet Ahluwalia, Creative Director, Arms Communication said The whole concept is to create a feel of Bahamas as the brand name itself is Bahamas. Bahamas is all about fun, carefree, energetic, colourful, excitement. Step into it today and just like Salman’s friends, step out of boredom and turn your life into a fun loving zoneâ€
By A Correspondent
Relaxo has signed on Bollywood diva Sonakshi Sinha to endorse its Flite collection in a TVC-led campaign.
The concept behind the new TVC is to creatively showcase the young, upbeat and fashionable quotient of Flite through a burst of peppy punchlines, music and visuals, notes a communiqué. Dancing with a group of young college yuppies in her favourite Flite footwear, Sonakshi says: “Flite- Isme hai style.”
Agency:Â ARMS Communications Pvt. Ltd., New Delhi, India
Creative Team:Â Deepa Kirodian, Sanjeet Ahluwalia
Client servicing team: Mukesh Gulati (VP – Client Servicing, Arms Communications)
Production House:Â Nirvana Films
Directed by:Â Adarsh Gupta
By A Correspondent
Footwear manufacturer Relaxo has signed Katrina Kaif as the brand ambassador for its casual fashion brand Flite. The name Flite coined from the words ‘fashionable’ and ‘light’ itself says a lot about the brand and its promise.
Gaurav Dua, Executive Director, Relaxo Footwear Ltd said, “Flite has carved out a niche for itself by becoming a brand symbolic to youth, comfort and elegance. And to carry this brand persona a step ahead, we could think of no one better than Katrina Kaif. With a fan following that is hard to describe in mere words, Katrina is looked upon as a fashion diva and icon. Her vibrant and unconventional style is often imitated by girls across the country. Which is why Katrina Kaif was the perfect match for Relaxo Flite’s new campaign. We are extremely proud to associate with her and we are sure her charismatic appeal in the ad will win hearts!”
Katrina Kaif said “It’s like an integral part of your life, an everyday staple that you need. It’s how you don a pair of Flite with what you wear every day, and you are ready to go.”
Katrina Kaif will soon be seen in a 30-second TVC for Flite created by Arms Communications.
By A Correspondent
Relaxo, the second largest producer of footwear in India, has signed Salman Khan as the brand ambassador to endorse one of their most popular brands – Hawaii slippers. Hawaii has introduced a new Hi-Fashion range of slippers for men and women, and Salman Khan will feature in all the brand communication related to Hawaii across the media.
Speaking on the occasion, Gaurav Dua, Executive Director, Relaxo Footwears Ltd. said: ” Hawai i has always been on the forefront to provide the comfort and ease in daily wear for the masses. Through this new commercial, we bring in light the strength and toughness aspects of Hawaii slippers. And what better way to promote this strong USP than having Salman Khan endorse our product. We are extremely happy to associate with him and we hope this tie strengthens our bond with our customers.”
Highlighting the same, Salman Khan said: “Relaxo is one of the most trusted brands in footwear, and I’m glad to be doing this commercial as it is focused on the concept of “mazbooti” (strength), and completely suits my persona.”
Mr Khan will soon be seen endorsing Hawaii slippers in a 45 second TVC created by ARMS Communications Pvt. Ltd, positioning Hawaii as a symbol of style, comfort and strength. The film revolves around the star Salman Khan, who with confidence saves different girls from life-threatening situations, an act which seems impossible in real life. Since all this seems unrealistic, Salman appears on screen and says, “Yeh thodaa zyada hogaya. Lekin RELAXO Hawaii hai mazboot. Main pehenta hoon.” This statement sums up the exaggeration yet leaves the viewers with the message that creates an aspiration in the minds of the consumer to acquire what their favorite star endorses.