brand | Industry Updates

Akshay Kumar Stars in Sparx’s ‘It’s In Me’ Campaign, Celebrating Youthful Energy and Attitude

Published: December 19, 2023
Author: Fashion Value Chain

Popular footwear brand Sparx, under the Relaxo umbrella, has launched its ‘It’s In Me’ campaign, featuring Bollywood superstar Akshay Kumar as the lead. This campaign celebrates the unwavering energy and ‘never give up’ attitude of the youth, reflecting the brand’s ethos.

The TV commercial starts with Akshay Kumar engaged in a kite flying contest with a young boy and his friends. The teenager tries his best but loses his kite to Akshay, who celebrates his victory by saying ‘Ye Kata’ (it is gone). However, the young boy responds positively, stating, “Akshay sir, kaata hai, loota nahi hain” (I’ve lost it, but you haven’t got hold of it yet). The ensuing scene shows a high-octane competition between the two, with both wearing their respective Sparx shoes.

They run, turn, move, jump, and maneuver at an extreme pace, demonstrating the grip of their footwear on the road. Ultimately, they both get close to the kite, with Akshay grabbing the kite flying thread (manjha), and the young boy grabbing the flight by jumping into the water, highlighting the fearless spirit of Indian youth. The TVC ends with both of them showcasing their experience and announcing the ‘It’s In Me’ collection.

Gaurav Dua, Executive Director at Relaxo Footwear, expressed his excitement for the campaign, emphasizing that Sparx is all about capturing the vitality and enthusiasm of the younger generation. The ‘It’s In Me’ campaign is a reflection of the aspirations of today’s youth and the brand’s commitment to it. Sachin Chhabra, VP & Head of Marketing at Relaxo Footwears, highlighted the timeless class of Akshay Kumar, emphasizing that the TVC and the collection will make headlines by focusing on urban, quality, durability, and comfort narratives. This campaign showcases the spirit and dynamism that Sparx represents.

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