Sparx Ropes in Chunky Pandey to Launch Chunky Sole Sandals Under Swag Campaign
Sparx has launched its Chunky Sole Sandals with actor Chunky Pandey, using humour and creator-led storytelling as part of its Summer Swag campaign.
SociapaHQ
Actor Chunky Pandey stars in Relaxo Footwears’ Sparx’s new digital campaign for its Chunky Sole Sandals, playing on a fun coincidence of the actor’s name and the product as the centrepiece of its latest marketing push.
Conceptualised by Mudra and part of Sparx’s Summer Swag platform, the campaign uses humour, wordplay and creator-style storytelling to bring the new footwear range to younger audiences.
The campaign centers on a creator-style unboxing video of the Chunky Sole Sandals. When the content creator starts reviewing the product, Chunky Pandey makes a surprise appearance, laughing that a pair of sandals now has his iconic nickname on it. The light-hearted interaction between the actor and his nephew, who plays the creator, gradually shifts the focus from the celebrity to the product, making the sandals the star of the campaign.
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Campaign Strategy:
Sparx have put together a campaign that combines internet humour with social-first content using a natural play on words. “The approach was meant to make the product launch feel organic and relatable while giving the Chunky Sole Sandals a unique identity,” the company said.
The campaign is part of Sparx’s broader Summer Swag platform, which positions sandals as a seasonal fashion statement. The new Chunky Sole Sandals have elevated soles, contemporary styling and everyday comfort for consumers looking for versatile footwear for college, travel, weekends and daily wear.
Commenting on the campaign, Gaurav Kumaar Dua, Co-Chief Executive Officer and Whole-Time Director, Relaxo Footwears Ltd., said, “The brand was looking at creating communication which entertains and becomes a part of the everyday conversations. "The product name and Chunky Pandey is a natural tie-up and it gives us an opportunity to deliver a campaign that is culturally relevant and appeals to young consumers," he said.
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“The campaign was born out of a simple thought that connected the product with the popular moniker of the actor,” said Chetan Soni, Senior Vice President and Head of Business at Mudra. He said the initiative continues Sparx’s Summer Swag vision of positioning sandals as a style statement while ensuring the product is the hero of the communication.
With the latest campaign, Sparx continues to mix product innovation with entertainment-led storytelling, leveraging humour and creator culture to make its product launches more engaging and memorable for digital-first audiences.
