Sparx has launched its new Chunky Sole Sandals as part of its Summer Swag campaign, featuring Chunky Pandey.
Conceptualised by Mudra, the campaign centres on a creator-style unboxing video that uses the similarity between the actor's name and the product to introduce the new range. The film features Pandey alongside his nephew, with the product remaining the focus of the campaign.
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The launch forms part of Sparx's broader Summer Swag platform, which positions sandals as a key seasonal footwear category. The Chunky Sole Sandals feature elevated soles and are designed for everyday use across occasions including college, travel and leisure.
Speaking on the campaign, Gaurav Kumaar Dua, Co-Chief Executive Officer & Whole Time Director, Relaxo Footwears Ltd., said, "Today's consumers engage with brands that entertain, participate in culture and become part of everyday conversations. With Chunky Sole Sandals, we saw a unique opportunity to build a campaign around a naturally occurring play on words that was instantly relatable and entertaining. The campaign reflects our continued focus on creating communication that is contemporary, culturally relevant and rooted in how young consumers discover brands today."
Chetan Soni, SVP and Head of Business, Mudra, said, “Great campaigns often come from the simplest ideas. 'Chunky' was already part of our product, and Chunky Pandey has owned that name for decades. Bringing the two together allowed us to create a campaign that's witty, culturally relevant and unmistakably product-led. As the latest chapter of our Summer Swag platform, it takes forward our vision of making sandals more than just seasonal essentials; they're a statement of style. It's a reflection of how Sparx continues to build communication that's rooted in culture while ensuring the product remains the hero.”
Through the campaign, Sparx aims to reach younger consumers by combining creator-led content with social media-first marketing.
