METRO Shoes' Ad Celebrates Love and Equality in Relationships

As festivals bring a whirlwind of food, joy, and celebration, they also serve as a perfect opportunity to reflect on and honor the relationships we cherish. This festive season, METRO Shoes has taken a refreshing and impactful approach with its latest ad under the ‘Takes You to the New’ campaign, highlighting gender equality and modern relationships.

Unlike typical festive advertisements that focus on grandeur, METRO Shoes’ new film shines a spotlight on the evolving role of the modern Indian man. The ad challenges long-standing gender norms, presenting men as equal partners in the journey of progressive womanhood. It portrays how these men not only support their partners in big moments of success but also in everyday tasks and decisions, helping to break down societal stereotypes.

Conceptualized by Talented and directed by Ria Singh, the film features a young couple with a genuine, easy-going relationship. Traditionally, narratives often highlight women applauding the success of their male partners. Here, the story flips the script: the man is seen cheering for his wife’s accomplishments and standing beside her in everyday situations. From clearing the table after a gathering to confidently addressing questions about their decision to remain childless, the man’s support is unwavering and heartfelt.

The ad captures the essence of mature, balanced love. Pooja Manek, founding member and creative at Talented, who wrote the film, explains, “Sebestian and Anuja, the couple in our story, are not ‘crazy in love.’ They are calm, confident, and secure in their relationship. They understand their boundaries with in-laws and extended family and face life together, rooted in mutual respect and equality.” She emphasizes that secure men in relationships display a sense of calmness and assurance that sets the tone for a healthy partnership.

Director Ria Singh views the film as a celebration of love that’s built on soft masculinity and equality. She shares, “This story is about intimacy and mutual respect. We wanted to showcase a microfeminist narrative where the man is an active partner, redefining what love and support mean in modern relationships.” Singh acknowledges that Pooja’s script beautifully captures this dynamic, giving a fresh perspective on men’s roles in the modern love story.

Alisha Malik, president of METRO Brands, elaborates on the brand's mission: “With ‘Takes You to the New,’ we continue to explore the unique, lived experiences of modern Indians. The METRO Man is a symbol of progress—secure, supportive, and unafraid to challenge traditional expectations. This film illustrates his role in both minor and pivotal moments, demonstrating a relationship based on equality.”

The ‘Takes You to the New’ campaign isn’t new for METRO Shoes. Last festive season, the brand launched an ad that told the story of an inter-faith, inter-continental couple during Durga Puja. This year, they’ve built on the theme, narrating everyday tales of love, partnership, and change. The previous films, released in May 2024, celebrated everything from embracing pet parenthood to navigating new beginnings together.

Through this campaign, METRO Shoes continues to make an emotional connection with audiences, portraying authentic stories that resonate deeply with the experiences of modern Indian couples.