Saatchi & Saatchi India has created a new campaign for Flite, the footwear brand from Relaxo Footwears Limited, featuring Bollywood actor Sanya Malhotra. The campaign reinterprets the brand’s tagline, ‘Sar Utha, Kadam Badha’, shifting the focus from everyday comfort to a broader theme of confidence, individuality, and moving forward with style.
The film highlights the stories of everyday achievers who continue to rise above challenges with determination. Sanya Malhotra’s own journey from modest beginnings to pursuing her ambitions serves as the narrative anchor, making the campaign relatable to audiences across India. Closing with the brand’s signature line, the film positions Flite as a footwear choice that blends comfort, durability, and style while reinforcing the message of walking ahead with confidence.
Watch the film here:
Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India said, “I’ve been spearheading creative for the Flite brand from the day we won the business in 2021. And with each campaign, we wring the opportunity to mine new and exciting insights into our consumers while keeping the DNA of Flite intact. With Sar Utha. Kadam Bada 3.0, it’s been a whirlwind journey down several new roads. First the endless search for a celebrity that mirrored the ethos, then partnering with Ashim to create a stylish, contemporary visual language for the brand. And finally, a narrative that reinforces the Sar Utha Kadam Bada philosophy but moves beyond the struggle to reflect on Sania’s journey of grit and determination. The treatment is fresh and fashionable, Sania is an energetic and visual delight, and the brand is basking in its new clothes.”
Manoj Lalwani, Vice President- Marketing, Relaxo Footwears Ltd., said, “This association with Sanya is more than just a brand partnership, it’s the start of an exciting new chapter in our journey. We are taking this association to our customer with a 360° campaign designed to connect deeply across multiple touchpoints, from digital to retail, inspiring them to embrace both style and confidence in every step. With ‘Har Kadam Stylish’ as your way of life and ‘Sar Utha Kadam Badha’ as your way forward, we are confident this will translate into strong resonance and enthusiastic response from customers nationwide.”
Hindol Purkayastha, Head – North & East, Saatchi & Saatchi India, added, “When we began our partnership with Flite, we had a shared vision of depicting the brand through unique storytelling that pushed the category. Since then, every campaign has focused on building brand love. Our latest film leverages the strong recall for ‘Sar Utha, Kadam Badha’ to connect with newer audiences and expand the consumer base. With design and lifestyle at its very core, we are confident this campaign will impact the consideration and spark fresh conversations around Flite.”
The campaign presents Flite as more than a footwear brand, framing it as a companion in ambition and progress. By combining comfort, durability, and contemporary style, the brand seeks to encourage consumers to move forward with confidence. Launched with a high-impact film, the campaign will be visible across television and digital platforms, carrying forward Flite’s long-standing message of resilience, self-belief, and moving ahead with determination.
