Paragon, a well-known footwear brand, is rebranding as it approaches its 50th anniversary. The new campaign, 'Zid, Chalte Rehne Ki,' celebrates the spirit of the common man in India. This rebranding highlights the perseverance and determination of everyday heroes who face challenges head-on to build a new India.
Campaign Highlights
The 'Zid, Chalte Rehne Ki' campaign will be featured across various platforms, including newspapers, radio, outdoor ads (like bus and train panels), and digital platforms throughout India. This extensive promotion aims to reconnect Paragon with its core audience.
Honoring Everyday Heroes
Paragon's rebranding focuses on the relentless spirit of the Indian workforce, from the middle and lower-middle classes to self-employed individuals. The brand recognizes and honors those who work tirelessly through all conditions—heat, cold, rain, and shine—to get things done.
Statements from Executives
Sachin Joseph, Executive VP at Paragon, said, "Zid Chalte Rehne Ki embodies Paragon’s core values, honouring the resilience, courage, and optimism of the Indian people. This campaign reconnects us with the everyday heroes who personify these qualities, ensuring our commitment to provide them with comfort and support."
Rahul Guha, CEO of Turmeriq, added, "This is not just a repositioning exercise but a re-claiming exercise. We want to show that Paragon is inspired by, cares for, and acknowledges the hardships of the masses. Paragon will continue to be their unwavering partner in their journey."
Campaign Execution
The integrated 'Zid, Chalte Rehne Ki' promotion will be visible across newspapers, radio, outdoor advertisements (such as bus and train panels), and digital platforms all over India. This widespread approach aims to ensure the message reaches a broad audience and strengthens the emotional connection with the brand's supporters.
