The new TVC for Flite - Sar Utha, Kadam Badha- builds on this very emotion that lies somewhere deep within all of us and aims to strike an emotional connect there.
The campaign captures the emotions of a young man who is pursuing engineering but somehow resonates more with his passion for writing. He wants to go to Mumbai to pursue his passion, but expectedly, as happens most often, his family isn't supportive of the idea.
Despite multiple hardships and rejection, he doesn't give up and finally a director accepts his script for producing a film. It is finally revealed that the engineer turned writer is none other than the award winning script writer Varun Grover - on whose true life story this TVC is based.
Putting forward his thoughts, Gaurav Dua, Executive Director (Sales & Marketing), Relaxo Footwears Limited said, "With this campaign brand Flite captures the emotional roller coaster of one embarking upon the path less travelled and the grind and rejections that come along the way.”