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HomeThink TankCampaign DissectionFlite narrates screenplay writer Varun Grover's story in the "Sar Utha Kadam badha" campaign

Flite narrates screenplay writer Varun Grover’s story in the “Sar Utha Kadam badha” campaign

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Imagine a shoe brand advertising its product with a campaign that promotes feelings of calmness, motivation, and inspiration. Sounds different, right? Flite‘s latest campaign – Sar Utha, Kadam Badha – celebrates those who choose to take the road less traveled and pursue their inner calling. It resonates with those who are brave enough to break away from the conventional path and follow their passion.

The heartwarming Flite campaign, Sar Utha, Kadam Badha, is a creation of L&K Saatchi & Saatchi. The film showcases the emotional journey of Varun Grover, who initially pursued engineering but discovered a passion for writing as he grew up. Despite facing opposition from his family, Grover dreamed of moving to Mumbai to pursue his passion for writing.

The film follows Grover’s journey as he arrives in Mumbai and faces numerous rejections and hardships. However, he refuses to give up and continues to pursue his passion for writing with determination and resilience. Finally, after much persistence, a director accepts his script on his terms, leading to a successful career as a scriptwriter.

The campaign aims to inspire viewers to follow their passions and pursue their dreams, no matter how challenging the path may be. It highlights the importance of persistence and resilience in the face of adversity and encourages viewers to take that first step toward their dreams, just like Varun Grover did. And with Flite footwear on their feet, they’ll have the confidence to keep moving forward, step by step.

Gaurav Dua, executive director (sales and marketing), Relaxo Footwears, said, “With this campaign brand Flite captures the emotional roller coaster of one embarking upon the path less travelled and the grind and rejections that come along the way. The ‘Sar Utha, Kadam Badha’ campaign celebrates the journey of an individual who, undaunted by the naysayers, works his way to become someone as acclaimed and beloved as Varun Grover. Brand Flite salutes the spirit of the achiever, who dares to dream and work his way towards success.”

Also Read: How to Create Unforgettable Branding: Effective Emotional Branding Examples That Worked

Speaking on the campaign, Paritosh Srivastava, CEO – L&K Saatchi & Saatchi said, “‘Sar Utha Kadam Badha’ was born 2 years back with the objective to create brand love, stature and respect for Flite.”

Through its poignant portrayal of Varun Grover’s journey, the Flite TVC proves that with hard work, persistence, and the right support, anyone can achieve their dreams.

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