Flite has released a new campaign, titled ‘Sar Utha, Kadam Badha’, which aims to build on the emotion that a few people have to defy conventions and pursue their inner calling.
The campaign captures the emotions of a young man who is pursuing engineering but somehow resonates more with his passion for writing. He wants to go to Mumbai to pursue his passion, but expectedly, as happens most often, his family isn't supportive of the idea.
Despite multiple hardships and rejection, he doesn't give up and finally a director accepts his script for producing a film. It is finally revealed that the engineer turned writer is none other than the Varun Grover - on whose true life story this TVC is based.
Gaurav Dua, Executive Director (Sales and Marketing), Relaxo Footwears, said, “With this campaign brand Flite captures the emotional roller coaster of one embarking upon the path less travelled and the grind and rejections that come along the way. The ‘Sar Utha, Kadam Badha’ campaign celebrates the journey of an individual who, undaunted by the naysayers, works his way to become someone as acclaimed and beloved as Varun Grover. Brand Flite salutes the spirit of the achiever, who dares to dream and work his way towards success.”
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
Creative team: Rohit Malkani, Vikas Gaur, Yukti Bhagchandani, Sunil Bhandari, Aritra Das
Chief Strategy Officer: Snehasis Bose
Hindol Purkayastha, Abhishek Jain, Kashima Datta
Head of Films: Jignesh Maru
Executive Producer: Rahebar Sonewala
Production house: Chrome Pictures
Director: Advait Chandan
Executive Producer: Abhishek Notani
DOP: Saurabh Monga