Khadim’s revamps its image to focus on youth
To position Khadim’s as a youthful brand among its stakeholders and create conversations among youth centric target audience across India
Brief shared with the agency: 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/ Film Descriptor: 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. Khadim’s is always in step with every Indian, having the widest range of quality shoes to suit every kind of feet, no matter what journey they are on. 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.
“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 Mr. Nilanjan Dasgupta, EVP & Executive Creative DirectorRediffusion
Talking about the campaign and its conceptualization, Mr. Rittick Roy Burman, Head – Merchandising & New Initiative, Khadim’s said that, “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.”