Paragon has unveiled a touching new campaign titled “Zid, Chalte Rehne Ki” (The Stubbornness to Keep Walking) marking its 50th anniversary. Moving away from traditional product-focused advertising, the campaign celebrates the perseverance that drives everyday Indians forward against life’s challenges.
Created by Turmeriq, the film uses a poignant visual narrative following a father’s unwavering dedication to secure his daughter’s future. This storytelling approach positions Paragon as a brand deeply connected to authentic human experiences rather than merely selling footwear.
“This campaign honors the quiet heroes who keep walking, day after day, with purpose and resilience,” explained Sachin Joseph, Executive Vice President of Marketing and IT at Paragon Footwear. “As we mark our 50-year milestone, we wanted to reflect the journey of the people who have made Paragon what it is today.”
Rahul Guha, CEO of Turmeriq, described their creative approach: “We stripped away distractions to focus on something rooted in the brand’s belief of determination fueled by optimism. The story represents the unwavering spirit of the common person walking forward every day with a smile, not for themselves, but for their loved ones.”
The multi-platform campaign is being distributed across television, digital media, cinema, radio, and outdoor advertising to ensure comprehensive reach across both urban and rural markets throughout India.
