Skechers India’s latest campaign ‘Originals Keep Moving’ starring Bollywood actress Ananya Panday, promotes the launch of the brand’s flagship lifestyle collections, the D’Lites.
The Leo Burnett India created spot for D’Lites, which are based on the brand’s own footwear from the 90’s, features Panday and her troupe dancing through the streets of Bombay and Goa and was shot during the lockdown. It’s a fast-paced, well-edited ad that’s a mix of 90’s nostalgia and today.
‘’We are thrilled to launch our first campaign with Ananya Panday,” said Rahul Vira, CEO, Skechers South Asia Pvt. Ltd. “As Skechers was born as a youth-focused brand, it’s our aim to strengthen our connection through communication with the youth of India and ignite a shift in the Indian mindset at large. With this announcement, we have also launched the newest collection in our flagship lifestyle range—Skechers D’Lites—and welcome Ananya to the Skechers family where she will be a perfect ambassador thanks to her role as an influencer to her fans of all ages.”
“The Skechers D’Lites range has always been an iconic global fashion sensation,” said Rajdeepak Das, Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett. “Reminiscent of the 90’s style, as Ananya and her friends sashay down the streets in synchronized choreography, the visuals and the music are bound to take you through familiar yet unfamiliar territory with a retro-cool meeting the edgy future vibe. Dance has always been a central form of self-expression and just like the iconic Skechers D’Lites collection and our campaign draws a parallel between the two encouraging everyone to keep moving forward in life.”
Managing Director – India & Chief Creative Officer – South Asia: Rajdeepak Das
Managing Director -India & Chief Strategy Officer – South Asia: Dheeraj Sinha
Executive Creative Director: Neel Roy
Creative Director: Tinna Rajput
Art Director: Megha Sud
Copywriter: Prithviraj Dev
Senior Vice President: Ashima Mehra
Brand Services Director: Manjiri Shedge
Brand Strategy Partner: Ayshwarya Sharma
Production Company: Prodigious
Director – Shai Samtaney
Executive Producer: Varun Shah
Producer – Rudra Mawani
Choreographer – Ruel Dausan Varindani
Production Designer – Nimish Kotwal
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