Asian Footwears, one of India’s homegrown footwear brands, has launched a new campaign featuring its brand ambassador and cricketer M.S. Dhoni (MSD). Conceptualized with a youthful perspective, the campaign positions Asian as a brand targeting consumers interested in both performance and style.
Coinciding with the festive season, MSD launched Asian Footwears’ signature and premium sneaker collection, which the brand stated is designed to combine style, comfort, and durability. The collection includes Hyper Cushion and PowerKick sneakers, the Wonder Walk walking range, the Mojo premium sneaker line, and the Quantum 2.0 Signature Collection. According to the company, the footwear was developed in its in-house BIS-certified testing and design laboratory. The brand added that the newly launched range has received attention from customers across different regions.
Watch the film here:
At the core of the campaign are a series of television commercials (TVCs) featuring MSD, which, according to Asian Footwears, bring to life the mantra ‘Go Chase’ in a manner reflecting his persona. The first in the series, titled ‘The Engine,’ is set to premiere soon and, according to the brand, will be distributed across television, OTT platforms, digital channels, print media, and out-of-home platforms.
‘The Engine’ is described by the brand as drawing from MSD’s cricketing persona and his interest in bikes. Asian Footwears stated that the film parallels the spirit of pursuing goals with the need for appropriate footwear to support energy and performance.
Rajinder Jindal, Chairman, Asian Footwears, said, "Asian has always stood for putting high-energy design and fashion within everyone’s reach. With this ‘Go Chase’ campaign, we want to celebrate not just sneakers, but the spirit of chasing dreams that our customers live by. Partnering with MSD - who symbolises resilience, calm, and fire all at once - allowed us to tell this story authentically."
M.S. Dhoni, Brand Ambassador, Asian Footwears, added, “This campaign is exciting. It’s a reminder that chasing your goals is all about mindset, and looking stylish along the way is a bonus. Asian shoes, for me, are all about comfort and endurance.”
The films, according to Asian Footwears, combine elements of action, ambition, and lifestyle, aiming to connect with Gen Z and Millennial consumers by blending MSD’s persona with the brand’s emphasis on comfort, durability, and contemporary design.
Asian Footwears also announced a ₹100 crore investment plan in the Indian market, stating that it aims to nearly triple its retail footprint over the next year. The company described this initiative as part of its strategy to strengthen its presence in both metro and emerging markets and expand engagement with young consumers.
According to the brand, the campaign, coupled with the expansion plan and new footwear range, is intended to increase awareness of Asian Footwears among India’s youth and contribute to the growth of the country’s sneaker market.
