Indian actress Ananya Pandey gets you dancing in Skechers D’Lites campaign via Leo Burnett India
Leo Burnett India has launched Skechers India’s latest campaign ‘Originals Keep Moving’, starring Bollywood actress Ananya Panday. The film announces the launch of the brands flagship lifestyle collections, the Skechers D’Lites, which features a design based on the iconic 90s sneakers that Skechers originated.
The Skechers D’Lites range asserts street cred which is reflected in the foot-tapping TVC, that pays homage to the thriving dance culture that’s exploding in the country. Themed around a very relevant mantra of our time, that no matter what life throws at you, you keep moving, Panday and her troupe don’t let a cancelled rehearsal dampen their spirits but come together in true millennial style. The shots of Panday and friends sashaying through the streets will take you through a vivid tour of the 90’s, brought back with an edgy feel of today. Shot during the lockdown in urban Bombay and picturesque Goa, the film really captures the vibe of the town.
Mr. Rahul Vira, CEO, Skechers South Asia Pvt. Ltd. said: ‘’We are thrilled to launch our first campaign with Ananya Panday. As Skechers was born as a youth-focused brand, it’s our aim to strengthen our connection through communication with the youth of India and ignite a shift in the Indian mind-set at large. With this announcement, we have also launched the newest collection in our flagship lifestyle range—Skechers D’Lites—and welcome Ananya to the Skechers family where she will be a perfect ambassador thanks to her role as an influencer to her fans of all ages.”
Rajdeepak Das, Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett said: “The Skechers D’Lites range has always been an iconic global fashion sensation. Reminiscent of the 90’s style, as Ananya and her friends sashay down the streets in synchronized choreography, the visuals and the music are bound to take you through familiar yet unfamiliar territory with a retro cool meeting the edgy future vibe. Dance has always been a central form of self-expression and just like the iconic Skechers D’Lites collection and our campaign draws a parallel between the two encouraging everyone to keep moving forward in life.”
Credits
Managing Director – India & Chief Creative Officer – South Asia: Rajdeepak Das
Managing Director -India & Chief Strategy Officer – South Asia: Dheeraj Sinha
Creative Team:
Executive Creative Director: Neel Roy
Creative Director: Tinna Rajput
Art Director: Megha Sud
Copywriter: Prithviraj Dev
Senior Vice President: Ashima Mehra
Brand Services Director: Manjiri Shedge
Brand Strategy Partner: Ayshwarya Sharma
Production Company: Prodigious
Director – Shai Samtaney
Executive Producer: Varun Shah
Producer – Rudra Mawani
Choreographer – Ruel Dausan Varindani
Production Designer – Nimish Kotwal
