Paragon announces its brand repositioning that resonates and reconnects with the core of India. The makeover comes at a point when the brand is going to complete 50 years of its presence in the footwear market. The new brand identity celebrates the spirit of the common man with the tagline ‘Zid, Chalte Rehne Ki’.
“‘’Zid Chalte Rehne Ki’’ embodies Paragon’s core values, honouring the resilience, courage and optimism that defines the Indian people. It serves as a tribute to the incredible spirit of Indians. Through this campaign, we are reconnecting with everyday heroes who personify these qualities by ensuring our commitment to stand by their side, providing comfort and support. We have long focused on a more contemporary crowd and setting. However, considering the emotional connection that the masses have for the brand, we decided that it’s time to focus back on the core,” Sachin Joseph, executive VP, Paragon, said.
Through this repositioning, Paragon is establishing and embracing an emotional connection it shares with its broader support base. Through this journey, the brand honours the determination of the Indian workforce, spanning from the middle and lower-middle classes to self-employed individuals and numerous others.
This is not only a repositioning exercise but also a re-claiming exercise. Through this campaign, we aim to let the masses know that Paragon is inspired by them, cares for them and acknowledges their hardships. That Paragon will continue to be their uncompromising silent partner in their journey”, Rahul Guha, CEO, Turmeriq, said
The ‘Zid, Chalte Rehne Ki’ promotion will run across newspapers, radio, outdoor (bus and train panels) and digital platforms all over India.
Follow us on Twitter, Instagram, LinkedIn, Facebook