Campaign Overview
Sparx, the youth‑focused footwear brand of Relaxo Footwears Ltd, announced the launch of its new brand platform titled “Greatest of Today” (G.O.T.). The campaign is positioned to strengthen Sparx’s relevance among young, style‑conscious consumers who value immediate self‑expression and active lifestyles. The core of the campaign showcases Sparx’s latest range of sneakers and versatile sports shoes designed to complement the varied ways Gen‑Z moves through daily life.
Ambassadors
Indian film actress Tamannaah and model‑actor Lakshya Lalwani have been signed as brand ambassadors. Tamannaah highlighted that the idea feels immediate and allows young people to express themselves through contemporary sneakers. Lakshya echoed the sentiment, noting that G.O.T. reflects being present, trying new things, and that the collection offers statement sneakers and sports shoes suited to an active day.
Creative Agency and Execution
The campaign was conceptualised by Mudra, part of the BBDO Group India. Chetan Soni, Senior Vice President & Head of Business at Mudra, explained that the brief was not merely to make Sparx appear younger but to understand Gen‑Z’s relationship with style, identity, and ambition. The execution adopts a 360‑degree approach, deploying the G.O.T. idea across television, print, digital, and outdoor media to embed the narrative into everyday youth culture.
Leadership Commentary
Mr. Gaurav Kumaar Dua, Co‑CEO & Whole‑Time Director of Relaxo Footwears, stated that greatness for today’s generation is defined by what one chooses to do, experience, and express in the moment. He emphasized that the new collection offers strong style expression through sneakers and versatile sports shoes that cater to an on‑the‑go lifestyle.
Distribution & Brand Positioning
Relaxo Footwears Ltd, incorporated in 1984, is the largest footwear manufacturer in India and ranks among the top 500 most valuable Indian companies. Its portfolio includes Relaxo, Sparx, Flite, and Bahamas, each leading its segment. The company operates a pan‑India distribution footprint with more than 400 exclusive retail outlets and extensive availability on major e‑commerce platforms, large‑format stores, and global markets, providing a robust channel base for the new Sparx collection.
About Relaxo Footwears Ltd
Relaxo manufactures slippers, sandals, sports, and casual shoes. The Sparx brand specifically reflects the attitude, style, and energy of young India through sports shoes, sandals, and slippers. The press release is distributed under an arrangement with PNN, with PTI taking no editorial responsibility.