Paragon rebrands ahead of its 50th anniversary milestone celebration

Paragon, a renowned footwear brand, is excited to announce its brand repositioning as it approaches its 50th anniversary. This significant makeover aims to reconnect with the heart of India, celebrating the everyday heroes who embody the spirit of perseverance. The new brand identity is captured in the tagline 'Zid, Chalte Rehne Ki,' which honors the relentless determination of the common man, who tirelessly works to build a better India.

Paragon's repositioning highlights the deep emotional connection it shares with its wide-ranging customer base. From the scorching heat of summer to the biting cold of winter, from rainy days to sunny ones, there is an India that never stops working. This campaign pays tribute to the steadfast spirit of the Indian workforce, including the middle and lower-middle classes, self-employed individuals, and countless others who contribute to the nation’s progress.

Sachin Joseph, Executive VP at Paragon, expressed, “'Zid, Chalte Rehne Ki' embodies Paragon’s core values, honoring the astounding resilience, courage, and unending optimism that define the Indian people. This campaign is a tribute to the incredible spirit of Indians. We are reconnecting with everyday heroes who personify these qualities, ensuring our commitment to stand by their side, providing them with comfort and support. For a long time, we focused on a more contemporary crowd and setting. However, recognizing the emotional connection that the masses have with our brand, we decided it’s time to return to our roots.”

“With our new creative partner Turmeriq on board, we were able to deliver precise messaging to our target markets and audience,” added Joseph.

Rahul Guha, CEO of Turmeriq, further explained, “This is not just a repositioning exercise but also a reclaiming exercise. Through this campaign, we aim to let the masses know that Paragon is inspired by them, cares for them, and acknowledges their hardships. Paragon will continue to be their unwavering, silent partner in their journey.”

The integrated 'Zid, Chalte Rehne Ki' promotion will run across newspapers, radio, outdoor ads (bus and train panels), and digital platforms all over India, ensuring that the message of resilience and perseverance reaches every corner of the nation.

Through this repositioning, Paragon reaffirms its commitment to the people who have supported the brand over the decades. The brand honors their determination and resilience, promising to stand by them, offering comfort and support as they continue their relentless pursuit of a better tomorrow. Welcome to the new Paragon, a testament to the enduring spirit of the everyday heroes of India.