Neeman’s Enlists CID Icons for Nostalgic Shoe Sale Campaign

Sustainable footwear brand Neeman’s has stepped up its marketing game for its sixth-anniversary sale with a creative twist that’s capturing attention. The brand has roped in the iconic detectives ACP Pradyuman and Dr. Salunkhe from the beloved TV series CID to unravel the “secrets” behind the quality of Neeman’s shoes. This campaign, brimming with nostalgia, cleverly blends pop culture references with the brand's commitment to sustainability and comfort.

Amit Phutane, Chief Brand Officer of Neeman’s, explains the concept: “We wanted to connect with a wide audience by tapping into nostalgia. CID, with its iconic characters, resonates with Gen X, Millennials, and Gen Z, making it the perfect fit for this campaign.”

The campaign doesn’t stop at nostalgia. Neeman’s has rolled out a diverse media strategy, leveraging social media platforms, digital ads, influencer collaborations, and even offline activations. This multi-channel approach is designed to engage eco-conscious consumers aged 18 to 55, emphasizing sustainability and comfort as key lifestyle values.

Phutane notes, “This quirky, nostalgia-driven campaign has attracted loyal customers while also drawing in first-time buyers intrigued by the creative storytelling.”

Expanding Markets and Footprints

Neeman’s has been steadily expanding its reach, with its strongest markets in metropolises like Delhi, Mumbai, Bengaluru, and Hyderabad, where interest in sustainable products is surging. However, the brand is also targeting Tier 1 and Tier 2 cities, tapping into their growing demand for high-quality and eco-friendly footwear.

While 80% of sales still come from online platforms like their website and e-commerce sites, Neeman’s is strengthening its offline presence. Currently, the brand operates 14 exclusive outlets across five cities. These physical stores provide a tangible brand experience, fostering trust among consumers.

Phutane adds, “2024 has been a landmark year for us. Our customer base and revenue have grown significantly, driven by the adoption of our sustainable collections, particularly among younger audiences.”

Neeman’s Place in the Market

Operating in the booming sustainable footwear market, which is projected to grow at a CAGR of 7.1% through 2030, Neeman’s faces competition from brands like Allbirds, Nike, Rothy’s, and others. Yet, Neeman’s stands out by focusing on three core pillars: sustainability, innovation, and thoughtful design.

From recycled plastics to versatile styles suitable for casual and semi-formal wear, Neeman’s products embody the ethos of “Change to Comfort,” the brand's tagline. Their pricing, ranging from Rs 600 to Rs 3,000, balances affordability with quality, making sustainable footwear accessible
The CID-inspired campaign is more than a marketing ploy—it’s a reflection of Neeman’s ability to craft engaging narratives that captivate consumers. By leveraging the nostalgia of a cherished television show, Neeman’s has turned a routine sale into a cultural moment that’s hard to miss.