As Paragon marks a significant milestone—50 years of walking alongside India—the brand has launched a new campaign titled ‘Zid, Chalte Rehne Ki’. This emotional campaign pays tribute not to milestones or materials, but to the spirit of perseverance that defines millions of Indians. Conceptualised and executed by the creative agency Turmeriq, the campaign is a shift from conventional product promotions, choosing instead to spotlight everyday resilience.
Paragon: ‘Zid, Chalte Rehne Ki’ campaign
A Story Rooted in Reality
At the heart of the campaign lies a touching visual narrative — a father’s silent sacrifices and continuous effort to support his daughter’s aspirations. It’s not a story of grand gestures, but of everyday grit, echoing Paragon’s legacy of durability, reliability, and emotional connection with the common Indian.
In an era of loud, product-centric messaging, Paragon’s campaign focuses on the human spirit, portraying characters and emotions that feel authentic and deeply relatable.
Creative Insight Behind the Campaign
Rahul Guha, CEO of Turmeriq, explains the creative direction: “We wanted to strip away distractions and focus on something rooted in the brand’s belief of determination fuelled by optimism.”
The film embodies the daily optimism of the common man, who walks through life not just for himself but for the people he loves. It’s a theme that’s both timeless and timely—especially as Paragon reflects on its journey through the lens of its customers’ journeys.
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A Tribute to Quiet Heroes
Sachin Joseph, EVP – Marketing and IT at Paragon Footwear, elaborates: “As we mark 50 years, we wanted to honour the quiet heroes — the individuals who keep walking, day after day, with purpose and resilience.”
Paragon’s message is clear: every step taken by a father for his child, by a worker towards his goal, or by a dreamer towards a better life, is a step worth honouring. The campaign is less about footwear and more about the footsteps of life.
Widespread Rollout Across India
To ensure widespread resonance, the campaign is being broadcast across multiple platforms — television, digital, cinema, radio, and outdoor media — capturing audiences in both urban and rural landscapes. This omnichannel strategy ensures that the story of hope and determination reaches every corner of the country, just like Paragon has over the past five decades.
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Conclusion: Paragon marks 50 years
With ‘Zid, Chalte Rehne Ki’, Paragon isn’t just commemorating its past—it’s doubling down on its core philosophy of walking with India, step by step. The campaign not only celebrates the unseen emotional labor of everyday life but also reinforces the brand’s empathetic positioning in the Indian market. In a world that often glorifies outcomes, Paragon chooses to honor the journey, the struggle, and the relentless spirit to move forward.
