Paragon Footwear has launched a new campaign to introduce its latest women’s collection through a series of films built around everyday shopping experiences.
The campaign focuses on familiar moments associated with buying footwear, including indecision when multiple styles appeal equally and the tendency to justify additional purchases. It positions the new collection within these situations, highlighting the range of options available.
Conceptualised by Turmeriq, the films draw on humour rooted in everyday couple dynamics and household conversations. The storytelling is designed to reflect common behaviours linked to shopping decisions.
As part of the campaign, Paragon has also introduced a QR-led cashback mechanism in stores. Customers can receive an assured ₹30 cashback by scanning a scratch-enabled QR code on product tags.
Commenting on the campaign, Sachin Joseph, Executive Vice President – Marketing and IT, Paragon Footwear, said: “Women’s footwear continues to be a key focus area for Paragon as we strengthen our presence in the category. With this campaign, we wanted to bring attention to the growing range of styles we are introducing while connecting with consumers through a relatable everyday moment. The films reflect our effort to make the category more engaging while staying true to Paragon’s promise of comfort, reliability and accessible style.”
Adding to this, Rahul Guha, Founder & CEO, Turmeriq, said: “The idea was to capture familiar behaviours between couples. By keeping the storytelling simple and rooted in relatable situations, we wanted the humour to feel natural and easy to connect with.”
The women’s category currently contributes 15–20% to Paragon’s overall revenue and is expected to grow to nearly 40% over the next three years, supported by an expanding product portfolio.
The campaign is being rolled out across television, YouTube and Meta platforms in seven vernacular languages, along with radio support.
