Liberty Shoes, founded in 1954 and publicly listed in 1986, has introduced its latest campaign, ‘Mera Joota Hindustani,’ which aims to celebrate India’s journey from dependence on foreign products to achieving excellence in domestic manufacturing. The campaign draws on the historical context of ‘Mera Joota Japani,’ contrasting it with the modern-day pride of ‘Mera Joota Hindustani’ to showcase India’s progress and self-sufficiency.
The core idea behind the campaign is simple: it highlights India’s ability to produce high-quality footwear domestically, reflecting the country’s growth and self-reliance over the decades. The campaign will primarily use modern media channels, with a significant focus on social media and digital platforms. Additionally, Liberty Shoes is set to extend this campaign into cinema with a launch scheduled around August 15th in partnership with PVR INOX.
“We are maintaining our presence in traditional media such as newspapers and TV, honoring our historical legacy, while also engaging a modern audience through digital media. This strategy is intended to balance Liberty’s long-standing market presence with contemporary engagement methods,” Barun Prabhakar, head of marketing and creative strategies, Liberty Shoes, told BrandWagon Online.
In response to the increasing competition from international brands and direct-to-consumer (D2C) players, Liberty Shoes is focusing on expanding its market share. The company is particularly investing in the sneakers and athleisure segments, which it sees as areas with significant growth potential. In addition to sneakers, Liberty is also putting resources into premium leather footwear through its Leap 7X and Healers brands. Leap 7X targets the athleisure and sneaker markets, while Healers focuses on premium leather options designed to enhance comfort through advanced technology.
The company’s sales distribution currently stands at approximately 80% offline and 20% online. Liberty Shoes is active on major e-commerce platforms including Myntra, Flipkart, and Amazon, and maintains a robust direct-to-consumer (D2C) channel. This online presence complements its extensive offline retail network.
Pricing details for Liberty Shoes’ products include sneakers priced around Rs 2499, premium leather footwear for men at approximately Rs 3499, and women’s sandals costing around Rs 1999.
Liberty also emphasises social media and influencer marketing as key components of its strategy. The ‘Mera Joota Hindustani’ campaign will feature prominent figures from the music industry such as MC Square, Shilpa Rao, Riar Saab, Karan Kanchan and Killa K, leveraging their influence to build a new community and engage with target audiences effectively. This approach contrasts with traditional media advertising and aims to capitalise on the growing importance of digital engagement.
Positioning itself as an accessible alternative to high-end international brands, Liberty Shoes claims to offer quality footwear at competitive prices.
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