Mumbai: Metro Shoes’ latest campaign, ‘Takes You to the New,’ is redefining the narrative of modern masculinity in India by celebrating men as equal partners in progressive relationships. Created by Talented, this thought-provoking campaign film brings to light the small and meaningful ways men break societal barriers to support equality, open communication, and shared decision-making in relationships.
In a refreshing portrayal of camaraderie and growth, the film underscores how modern Indian relationships are embracing individual growth and a balanced approach to shared responsibilities. At the heart of this evolving relationship is a man who embodies empathy, vulnerability, and strength—qualities that make him a true partner. Set to an upbeat soundtrack and featuring Metro Shoes’ latest footwear collection, the film captures the couple’s natural chemistry in a range of joyful moments, reflecting the brand’s celebration of modern, festive, and wedding season styles.
Metro Brands Ltd., president, Alisha Malik explains, “This film reaffirms Metro’s role in the lives of our customers, showing them the way to new, uncharted, but essential territories. The Metro man is secure, progressive, and is an agent of change. He leads by example, unperturbed by social conditioning. And this film highlights his role from small to pivotal moments in their journey. With Take you to the new, our constant endeavour is to showcase the lived experiences and unique perspectives of modern Indians which connects with our customers on a personal level.”
Talented, founding member and creative, Pooja Manek adds, “Sebestian and Anuja are not crazy in love, they are calm in love–clear about their place in the world, their boundaries with in-laws and extended family, and immensely secure in this partnership. That’s what mature love does. And that’s how secure men in a relationship behave. The film also reimagines what is considered the ‘natural’ destiny for a married couple in India and showcases the power of collective agency and reproductive choice, driven by not just the woman, but the couple together.”
Director Ria Singh remarks, For me this film is a celebration of what love truly means. It is an intimate, tender portrayal of love, soft masculinity and healthy relationships built on equality. Our aim was to show love that has been built on respect and agency. Pooja’s script gave us a chance to shift the gaze on men in this micro feminist tale and I was lucky to have the most incredible team who got together to bring this incredible script to life. To make sure we do this right, we had Intimacy director Neha Vyas hold a workshop with our actors a day before the shoot. It helped bring out the chemistry and the vulnerability while making sure they felt safe on set.”
