Brand’s latest campaign encourages walking ahead with style and confidence.
Flite, the family fashion footwear brand from Relaxo Footwears, has announced the appointment of Bollywood actor Sanya Malhotra as its new brand ambassador. The announcement coincides with the launch of Flite’s new festive and wedding season footwear range-designed to offer style, comfort, and confidence for every celebration.
Embracing Style, Confidence & Forward Movement
Sanya Malhotra, known for her fearless attitude and energetic presence, embodies Flite’s core philosophy-“Sar Utha, Kadam Badha” (Move ahead with confidence). Through this association, Flite aims to inspire people across age groups to view fashion as a powerful tool of self-expression and assurance.
“We are thrilled to welcome Sanya as the face of Flite,” said Gaurav Kumaar Dua, Whole Time Director, Relaxo Footwears Limited.
“This year, we’re unveiling a youthful and vibrant collection that reflects Sanya’s persona-modern, expressive, and aspirational. She truly captures the spirit of today’s India. With this campaign and our new festive collection, we’re taking our message of style and confidence to the next level.”
A 360° Campaign with a Story to Tell
The campaign, shot with cinematic flair, traces Sanya’s real-life journey-from early days of auditions and hustle to walking the red carpet. Each moment is marked by a different pair of Flite footwear, subtly highlighting how style and perseverance go hand in hand.
“I’m genuinely excited to be part of the Flite family,” shared Sanya Malhotra.
“Flite stands for confidence, comfort, and embracing your personal journey. ‘Sar Utha Kadam Badha’ resonates deeply with my story-from arriving in Mumbai with dreams, to where I stand today. It’s about owning every step with pride and individuality.”
Expanding Reach Across Channels
To amplify the campaign, Flite has rolled out a 360-degree marketing push, spanning digital, social media, retail touchpoints, and more. The brand is also promoting the tagline “Har Kadam Stylish”, encouraging wearers to make every step a fashion statement.
“This isn’t just a celebrity endorsement-it’s a movement,” said Manoj Lalwani, Vice President – Marketing, Relaxo Footwears Ltd.
“We’re using this collaboration to engage deeply with our customers across platforms. With Sanya on board, we’re confident this campaign will spark emotional resonance and nationwide excitement.”
Walking Into the Festive Season in Style
With its new collection, Flite blends functionality with contemporary design, offering festive-ready styles that suit diverse preferences. From everyday comfort to celebratory flair, the brand is positioned as a stylish yet practical choice for modern Indian consumers.
Ultimately, Flite’s campaign champions a simple, powerful belief: True confidence starts from the ground up-and with the right pair of shoes, every step becomes a statement.
