The start of October saw Skechers launch a new campaign in India, called ‘Go Like Never Before’ fronted by Indian actor Siddhant Chaturvedi.
The sports and lifestyle brand campaign, created by Leo Burnett India, runs exclusively in the Indian market and focuses on messages about the importance of running as a sport to remain fit and relates to the pandemic-driven rise in running and focus on exercise and health.
Skechers Performance, which has long championed the cause of promoting running as a culture (particularly amongst the youth) and ‘Go Like Never Before’ sets out to further fuel this positioning.
The multi-media campaign is spearheaded by a film featuring actor Siddhant Chaturvedi who appears not only as a youth icon, but acts as an inspiration to a generation to take up the fitness challenge against themselves and push one’s own boundaries.
The campaign’s objective is to shine a spotlight on how fitness enthusiasts have found new ways to continue their journey and references how so many people have embarked on a fresh fitness regime on their own terms during the covid crisis.
The creative emphasises the importance of keeping social distance and how safety is paramount, while showing how viewers can choose their own path by opting to run at a time when the crowds are minimum or take a route that maybe less travelled with Skechers as a partner in their journey.
“We are thrilled to launch the ‘Go Like Never Before’ campaign starring Siddhant Chaturvedi. Our sole aim through this campaign is to reach out to maximum people and promote running as a fitness culture in India,” commented Skechers South Asia CEO Rahul Vira.
“Skechers understands the significance of health and fitness and encourages people to be their fittest self by something as simple as running. Making this campaign special, we are delighted to announce Siddhant Chaturvedi as the first brand ambassador of Skechers India. His drive for fitness resonates perfectly with the brand and with this we aim to encourage more and more people to stay healthy and GO run.”
Leo Burnett MD India South Asia Rajdeepak Das added: “This power packed film is the beginning of an important fitness movement. With the lockdown restricting our lifestyles, everyone is raring to step out of their confines and the first thing one needs to own, is the right pair of Skechers. And Siddhant was the perfect partner to give this conversation momentum. The energy that he has got to this campaign is palpable and we are sure it will encourage everyone to ‘Go Like Never Before’.”
The campaign was developed by creative agency Leo Burnett where the team included Managing Director & CSO Dheeraj Sinha, Managing Director & CCO Rajdeepak Das, Executive Creative Director Neel Roy, Senior Creative Director Gandhali Karnik, Art Directors Vinod Perumbidi and Robins Mathew, Senior Vice President Ashima Mehra, Brand Services Director Manjiri Shedge, Executive Vice President Brand Strategy Aniruddha Khandekar and Brand Strategy Associate Ishita Shukla.
The production house was Publicis Content with EP Sanchita Mishra, Producers Shivani Mehra and Meesam Raza and Director Aakash Bhatia.
Outcome:
314,625 YouTube views on the brand’s official Indian channel within 24 hours of its 1 October launch.
Comment:
The pandemic-related creative, which encourages people to stay active in their day-to-day routine, links to the fact that coronavirus has shone a spotlight on how important it is to focus on health and fitness.
Like so many campaigns rolling out around the globe, this initiative also follows on from the fact that there has been a noticeable surge in the subscription to fitness and workout apps as people get serious about their well-being.
Links:
Skechers
https://twitter.com/SkechersIndia
https://www.instagram.com/skechersindia/
https://www.youtube.com/user/TheSkechersIndia
https://www.facebook.com/SKECHERS
Leo Burnett India
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