MUMBAI: Distinctive footwear brand, Walkaroo - from the stable of U4ic (Euphoric) International, a VKC group company has released its latest marketing campaign. With a unique concept and differentiated content, targeted primarily towards the youth, the company plans to create a niche in the Indian footwear space. To popularise the product offering to the Indian masses, Walkaroo has announced Aamir Khan as its new brand ambassador. The brand positioning was cracked by LinConsult, the strategic consulting arm of MullenLowe Lintas Group.
The campaign film, through swift and seamless movements spanning various phases of life, showcases the crux of today’s succeeding attitude – the constant desire to surge forward and to continue scaling newer frontiers. The brand has collaborated with Aamir Khan to highlight the non-stop and always-on-the-go lifestyle. The free-spirited and audacious attitude takes one to newer places and experiences – such is the influence of stride one takes in life. The brand asserts everyone to be inquisitive, #BeRestless because that is when one will achieve greater heights.
Khan, who effectively epitomises this idea and continuously strives to achieve new milestones in his career path, will be seen in the TVC campaign. Commenting on this association, Khan said, “I am thrilled to be a part of Walkaroo’s journey of making youth across India move ahead confidently and comfortably.”
Reflecting upon Walkaroo’s latest announcement, managing director VKC Noushad commented, “We are excited to bring on board Aamir Khan as the brand ambassador as his personality completely resonates with the brand ethos. Aamir Khan is known as a perfectionist and has high regard across the country and beyond.”
Commenting on the campaign idea, MullenLowe Lintas Group group chief strategy officer Subramanyeswar (Subbu) said, “When VKC approached LinConsult, the strategic consulting arm of the group, the resolve between us was clear. How do we break the category convention that revolves around functional claims and randomly employed star power, and to capture the soul of the young, bold, new generation, whilst placing themselves under their soles? We believed that for this audience, life is a series of ever evolving dynamic ‘wants’. It’s a relentless progress consumed by ‘what’s next?’ on the personal agenda. In a sense their lives could be summed up by the endeavor of constantly and ceaselessly walking ahead. Their feet have no time to rest. This rang true in their lives in terms of action as well, because these youngsters simply walk to wherever they need to go, even if sometimes their destinations are quite far.”
“We decided that Walkaroo’s brand story would perhaps then be about giving that act of walking, a deeper, more profound spiritual connotation and setting him free. The brand point of view or brand stand would thus need to try and reflect that untiring spirit – Feet feel restless when they are rested.” he added.
Commenting on its latest work, Lowe Lintas president Hari Krishnan said, “Today’s generation hates settling down. They hate anything to do with resting. They are always restless and constantly chasing something new. We want the brand to embody, endorse and encourage this spirit to remain restless.”
