Liberty Shoes roped in Ayushmann Khurrana & Rakul Preet Singh as Brand Ambassadors for its athleisure brand LEAP7X
Liberty Shoes latest campaign, “Sitaare Aise Hi Nahi Bante Mehnat Karni Padti Hai AM To PM,” emphasizes the importance of maintaining tenacity on a daily basis in order to achieve one’s goals.
The campaign showcased the new collection of Leap7x. The entire concept and the script was written by Liberty Shoes’ Marketing Head, Barun Prabhakar.
The campaign name “Sitaare Aise Hi Nahi Bante, Mehnat Karni Padti Hai AM To PM”, sums up the brand’s vision and evolution into the ideal complement for this generation’s hustlers. Its key takeaway is that in order to realize one’s dreams, one must work consistently.
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The campaign further addresses how women are viewed as “delicate” in our culture and makes an effort to shatter the image. Additionally, it gives the user the fashion confidence to carry an avant-garde, eccentric style statement throughout their various routines.
Barun Prabhakar, Marketing Head, Liberty Shoes, the mind behind this campaign, and also the scriptwriter of the entire campaign said, “As far as our marketing communication is concerned, we simply didn’t want to do any other set of advertisement, ‘consumer insight’ is the key. As a brand we understand our consumers and care for the communication we do for them. We needed to stay relevant to them.” Mr. Prabhakar further added,” India is rich with youth who are full of energy and willingness to do more. Brand Leap7x wants to connect with such youth who keep hustling towards their goal day and night. This is where the idea of our new campaign ‘Sitaare Aise Hi Nahi Bante Mehnat Karni Padti Hai AM To PM’, was born. With this campaign, we also wish to acknowledge and celebrate the immense strength that a hustler needs in order to work consistently from AM To PM, no matter what! The journey of Ayushmann Khurana, and Rakul Preet Singh, mirrors the campaign’s concept with absolute perfection. And, with this association we intend to reach young consumers who are fashion conscious as well.”
The campaign was aimed at assisting Leap7x in differentiating itself as an athleisure brand in a way that is clutter-breaking and uplifting with a mission to assist youth in realizing their aspirations.