Liberty's new TVC 'Fashion is Comfort' goes on air for festive season
BestMediaInfo Bureau | Delhi | October 18, 2012
Liberty Shoes, the only Indian company which is amongst the top 5 manufacturers of leather footwear in the world, has unveiled the brand's new campaign 'Fashion is Comfort' with brand ambassador Hrithik Roshan. The campaign, made by ad agency The Page, is timed with the festive season and auspicious occasion of Navratras.
Further enhancing the existing and emerging personality of the brand, the campaign aims to recreate the delightful hues of fashion and comfort connected to the brand. 'Fashion is Comfort' is one of the key attributes of the campaign – a fresh rendition of the brand philosophy associated with Hrithik Roshan, while making it more contemporary.
Sing it to me. Sing it loud. Let the toe begin to tap on its own. Show me the comfort of the shoes. Show me the variety. Choose I will. Because Fashion is comfort – the Liberty campaign encapsulates these youthful emotions. Set inside a top end retail store, the film is all fun and partying. Set to a pacy track, the action begins as the store is shut and the shoes light up to party with energetic music. Hrithik Roshan starts the action by beginning to set a drum while mixing the track with youthful lyrics. A range of formal shoes, Fortune and Force 10, are adorned by the star in the campaign. The high-decibel music and the youthful styling set along with the dancers gives Liberty brand a contemporary feel.
Anupam Bansal, Executive Director, Liberty Shoes, said, “The new campaign emphasises fashion and comfort, the most appealing characteristics of Liberty Shoes. It rejoices the spontaneity, vibrancy and free spiritedness of today's youth. The campaign is yet another remarkable milestone in our journey of symbolising shoes that are young, comfortable and colourful. It is our pleasure to be associated with Hrithik Roshan for the new advertisement. Hrithik's proximity to perfection, his overall styling, the class, the sense of dressing, is truly the sign that characterise Liberty Shoes.”
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