Flite Launches Bold New Campaign Starring Sanya Malhotra

Saatchi and Saatchi India has initiated a new high-profile campaign of Flite, a popular footwear brand under Relaxo footwear, led by a Bollywood actor Sanya Malhotra.

This campaign gives a new life to a popular slogan of Flite, Sar Utha, Kadam Badha, and puts the brand image into a new perspective of confident and individualistic as well as stylish celebration.

The campaign casts light on ordinary people who go beyond their obstacles and continue to move forward in the face of adversity.

This message is delivered by Sanya Malhotra who is able to recount her life story, her humble beginnings, and ambition to do what she dreams of in a manner that is relatable to millions of people in India.

Finally, with the powerful Sar Utha, Kadam Badha statement, Flite emerges as the brand to turn to when one wants comfortable, durable, yet fashionable footwear to walk with or even a little flare, as the concept of Har Kadam Stylish.

• Flite teams up with Sanya Malhotra to relaunch its iconic Sar Utha, Kadam Badha slogan.
• Saatchi & Saatchi crafts a bold new campaign showcasing style, confidence, and comfort in footwear.
• Relaxo’s Flite inspires India to walk with pride through its Har Kadam Stylish message.

Rohit Malkani, chief creative officer at Saatchi & Saatchi India, shared his excitement: “Since we started working with Flite in 2021, we’ve been digging into what makes our customers tick while staying true to the brand’s heart. This time, with Sanya’s energy and a fresh, modern look crafted with director Ashim, we’re telling a story of grit and determination that feels new yet familiar. Flite’s got a bold new vibe, and we’re thrilled about it.”

Manoj Lalwani, vice president of marketing at Relaxo Footwears, added: “Teaming up with Sanya is more than just a campaign—it’s a new chapter for Flite. We’re bringing this story to our customers through a full-on campaign across digital platforms and stores, inspiring them to walk with style and confidence. We’re confident this will strike a chord with people everywhere.”

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Hindol Purkayastha, head of North & East at Saatchi & Saatchi India, noted: “From day one, we wanted Flite to stand out through unique storytelling. This campaign builds on the love for Sar Utha, Kadam Badha to reach new fans, spark conversations, and make Flite a top choice.”

With its focus on style and confidence, this campaign is set to shake up how people see Flite, inspiring them to walk their own path with pride.