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Khadim’s revamps its image to focus on youth

The objective of the campaign by Rediffusion is to position Khadim’s as a youthful brand among its stakeholders and create conversations among youth-centric target audience across India

Click on the Image to watch the TVC.

Footwear brand Khadim’s has launched a new TVC to show the dynamism and the youth quotient of the brand, showcasing the range of products for everyone celebrating one’s every step of life.

The objective of the campaign is to position Khadim’s as a youthful brand among its stakeholders and create conversations among youth-centric target audience across India.

The brief shared with the agency was that how Khadim’s can tap into youth and aspirational target group and make the brand look more youthful and aspirational by associating with youth icons.

The creative approach of the film was that Khadim’s is a brand made for every kind of Indian — the ambitious, the passionate, the entrepreneurial, the fashion-conscious, the adventurous or the fitness addict. Taking the ‘S from the Khadim’s logo, the film creates a montage of people describing their individual journeys and highlighting their names fused with the ‘S from Khadim’s creating a sense of ownership with the brand across categories.

The campaign has been conceptualised by Rediffusion.

“This was indeed a great opportunity for us to work with Khadim's and the star celebrities who were endorsing the brand. The challenge was to come out with a simple idea where Khadim's will stand out as a brand for every kind of Indian and will be relevant to today's youth. The 'S idea is integral to the brand name and the film is a montage of success stories of today's progressive Indians,” said Nilanjan Dasgupta, EVP and Executive Creative Director Rediffusion.

Rittick Roy Burman, Head, Merchandising & New Initiative, Khadim’s, said, “We envisioned to position Khadim as a youthful brand by showcasing its product portfolio and how it caters to the deserving youth of today who are adventurous, confident and self-made, curving out a path for themselves in their road to success.”

The campaign summary was that today, the youth own and flaunt who they are without changing their identity, they want to create space for themselves and if your vision is 'to be in every Indian step' , then every step they take, every move they make, Khadim's will have to be in sync with them, hence in step with every Indian.

The Film: 


Client: Khadim India  

Agency: Rediffusion

Director (of the film): Razneesh Ghai

Production House: Asylum Films

Exposure (media used): Television, cinema & digital

DOP: Daniel Low      

Campaign elements: Long-format video of 60 sec    

Duration: 60 secs, 30 secs and 10 secs

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