Sparx has launched its new Summer Swag campaign centred around its Shoe-Style Sandals range, featuring internet personalities Raghu Ram and Rajiv Lakshman.
The campaign introduces Sparx’s hybrid footwear concept that combines the structured appearance of a shoe with the breathability, comfort and ease of a sandal, built around the recurring question: “Yeh shoe hai ya sandal?”
Using the duo’s signature banter and comic chemistry, the digital campaign unfolds through exaggerated conversations that turn a simple product discussion into an entertainment-led content format aimed at younger consumers.
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The brand stated that the campaign reflects changing consumer preferences towards versatile and functional fashion choices that blend comfort with style.
Speaking about the campaign, Gaurav Kumaar Dua, Co-Chief Executive Officer & Whole Time Director, Relaxo Footwears, said, “As leaders in the sandals category, our focus has consistently been on strengthening that position through continuous product innovation. With evolving consumer expectations, there is a clear shift towards versatile, multi-purpose footwear, and the Shoe-Style Sandal is a direct response to this need.”
He added, “With Summer Swag, we wanted to create a campaign that reflects how today’s youth engage with fashion and content- through humour, relatability, and conversations that feel natural and spontaneous. Shoe-Style Sandals perfectly capture the balance of style and comfort that defines summer dressing today, and Raghu and Rajiv’s fun banter bring that narrative alive in a way that feels authentic, engaging, and memorable.”
The campaign is currently live across digital and social media platforms as part of Sparx’s summer marketing rollout.
