As Paragon Footwear steps into its 50th year, the company has launched a new brand campaign titled ‘Zid, Chalte Rehne Ki’, celebrating the quiet determination of the everyday Indian.
The film serves as a tribute to those who persevere for the sake of their loved ones, echoing the brand’s journey alongside millions across the country.
At the core of the film is a father’s unwavering resolve to build a better future for his daughter—an ode to the resilience and hope that defines much of the Indian middle-class experience. Moving away from feature-led messaging, the campaign instead focuses on human stories that mirror Paragon’s legacy of trust and companionship.
Conceptualised and executed by Turmeriq, Paragon’s creative agency partner, the film relies on visual storytelling with minimal dialogue, breaking away from traditional advertising formats. It seeks to position Paragon not merely as a footwear brand, but as a partner in progress for generations of Indians.
The campaign film is being aired across television, digital, cinema, radio, and outdoor platforms, ensuring extensive reach across both urban and rural India.
“This campaign is rooted in the lives of the people who have made Paragon what it is,” said Sachin Joseph, Executive Vice President – Marketing & IT, Paragon Footwear. “As we mark 50 years, we wanted to honour the quiet heroes — the individuals who keep walking, day after day, with purpose and resilience.”
Adding to this sentiment, Rahul Guha, CEO of Turmeriq, said, “The story represents the unwavering spirit of the common man, walking forward every day with a smile, not for himself, but for his loved ones.”
Watch the film here:
