Sparx has launched its ‘Summer Swag’ campaign centred around its Shoe Style Sandals category. The campaign features internet personalities Raghu Ram and Rajiv Lakshman in a series of digital films built around the recurring question, “Yeh shoe hai ya sandal?”
The campaign focuses on Sparx’s Shoe Style Sandals, a product designed to combine the structure and appearance of a shoe with the comfort and breathability associated with sandals. Positioned for everyday summer wear, the range targets consumers looking for casual footwear that blends functionality with style.
Known for their on screen chemistry and banter, Raghu and Rajiv appear in exaggerated conversational exchanges that continue without resolution, forming the central narrative device of the campaign. The films use humour and back and forth interactions to highlight the hybrid nature of the footwear category.
The campaign also reflects changing consumer preferences around athleisure and casual fashion, where products are increasingly positioned around versatility, comfort and everyday use cases alongside visual appeal.
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Speaking on the campaign, Mr. Gaurav Kumaar Dua, Co-Chief Executive Officer & Whole Time Director, Relaxo Footwears Ltd., said, “As leaders in the sandals category, our focus has consistently been on strengthening that position through continuous product innovation. With evolving consumer expectations, there is a clear shift towards versatile, multi-purpose footwear, and the Shoe-Style Sandal is a direct response to this need.”
He added: “With Summer Swag, we wanted to create a campaign that reflects how today’s youth engage with fashion and content- through humour, relatability, and conversations that feel natural and spontaneous. Shoe-Style Sandals perfectly capture the balance of style and comfort that defines summer dressing today, and Raghu and Rajiv’s fun banter bring that narrative alive in a way that feels authentic, engaging, and memorable.”
