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Relaxo Flite takes off with Sonakshi Sinha in new TVC

Conceptualised by Arms Communications, the TVC projects the youthful and fashionable quotient of the brand’s new range of footwear

BestMediaInfo Bureau | Delhi | December 30, 2014

Relaxo-Flite-TVC Click on the image to watch the TVC.

Relaxo Flite has launched a campaign featuring actor Sonakshi Sinha. With this new TVC, created by Arms Communications, the brand aims to offer a mix of trendy and comfortable designs that enhance the looks of youngsters.

The 30-second TVC starts with Sinha walking confidently flaunting her Flite footwear, near a café. A guy compliments her, which she acknowledges and then joins her group of friends to dance on a peppy number played as the background score. The film ends with Sinha saying, ‘Flite, isme hain style’.

Gaurav Dua, Executive Director, Relaxo Footwear, said, “Essentially, Flite is targeted towards young consumers who aspire for freshness in designs and style, and, of course, value-for-money. Taking this brand persona a step ahead, we could think of no one better than Sinha to be the face of Flite as she has become a style icon for today’s youth. Her style statement is very relaxed, funky yet chic and Flite perfectly complements that. We are happy to have Sinha on board to enhance our connection with the youth and masses. Flite has been receiving a very encouraging response as it captures the essence and preferences of today’s consumer who wants the best of fashion, along with great accessibility and affordability. Our association with Bollywood diva Sinha for Flite is sure to further boost our growth.”

Reet Ahluwalia, Managing Director, Arms Communications, Delhi, commented, “This time it is more exciting as, for the very first time, Sinha will be flaunting her charm and glamour with Relaxo footwear. Her charisma is a perfect match for the brand. Since Flite is all about colourful and stylish range, its new TVC depicts the same – a foot-tapping jingle based commercial that shows Sinha and a group of youngsters flaunting their colourful Flite. With catchy lyrics and an international look and feel, this new commercial is going to create a buzz across the country.”

The TVC:



Creative Agency: Arms Communications

Creative Team: Deepa Kirodian, Sanjeet Ahluwalia

Client servicing team: Mukesh Gulati (VP – Client Servicing, Arms Communications)

Production House: Nirvana Films

Director: Adarsh Gupta

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