Sparx launches 'Greatest of Today' campaign with Tamannaah Bhatia and Lakshya as brand ambassadors

Footwear brand Sparx has launched a new brand campaign called "Greatest of Today". Actress Tamannaah Bhatia and actor Lakshya are part of it as brand ambassadors.

The campaign is meant to connect with a younger generation that values creating, experimenting and expressing itself, and for which waiting for a "perfect moment" is increasingly a thing of the past.

At its centre are Sparx's new sneakers and a range of multi-purpose sports shoes, designed to suit the active, fast-paced lifestyle of young customers.

The campaign idea was developed by Mudra, part of BBDO Group India. Drawing on the popular term "Greatest of All Time", or "GOAT", it has been recast as "Greatest of Today". The campaign stresses enjoying the present moment fully and making it count, rather than waiting for a defining one.

Gaurav Kumar Dua, co-chief executive officer and whole-time director of Relaxo Footwears, said: "For today's generation, growing up does not mean waiting for some distant success or milestone. What we do in the present moment, what we experience and how we express ourselves matter more. Through 'Greatest of Today', our effort is to put forward a concept that connects with the culture and thinking of today's youth in India. Our new products go with this idea. The sneakers are a bold expression of style, while the multi-purpose sports shoes are useful for an active lifestyle."

Tamannaah said the immediacy of "Greatest of Today" appealed to her in particular. According to her, one can enjoy the present moment fully without waiting for something big to happen in life. The new sneakers can be used to show one's style and expression, and the products suit the way young people dress, seek new experiences and stay active today, she said.

Lakshya said: "I like the concept of Greatest of Today because it inspires you to live in the present and chase the things that excite us. We try new things, learn along the way and keep moving forward. This collection shows the same energy. It has both options: sneakers that leave a distinct mark of style and sports shoes that go along with an active day."

Chetan Soni, senior vice-president and business head at Mudra, said: "The aim of this campaign was not merely to present Sparx as a youth brand. It was important to understand how the new generation looks at style, identity and aspiration. In this campaign the shoe is the starting point, but the idea of making every moment count and shaping one's own identity is at its core. Greatest of Today is not just an advertising campaign but a start that underlines Sparx's new identity."

The campaign will run across television, print, digital platforms and outdoor media. The new footwear collection has been given a central place in it, linking the "Greatest of Today" concept with Sparx's youth-focused identity.