The hook
The first three seconds do one job: they put Tamannaah and Lakshya in Sparx sneakers before the viewer can scroll away. The cut is quick, the movement is already underway, and the product is impossible to miss. There is no long build-up. The opening treats the two ambassadors as proof of the idea, not as hosts introducing it.
The structure of the film
The film settles into a two-handed rhythm. Tamannaah and Lakshya each carry their own moments of movement and stillness, which fits the brand’s line about individual perspectives. It does not build to one single hero shot. Instead, it moves between their energy and the footwear, then closes on “Greatest of Today” and the new range of sneakers and sports shoes.
The idea and the brief
Gaurav Kumaar Dua, Co-CEO and Whole-Time Director, Relaxo Footwears, describes greatness for young India as not a distant milestone but something you choose to do, experience and express in the moment. That is the platform in one line. The collection is positioned as proof: sneakers for strong style expression and sports shoes for an active, on-the-go lifestyle.
Chetan Soni, senior vice president and head of business at Mudra, puts the brief more sharply. The task was not simply to make Sparx look younger. It was to understand Gen Z’s relationship with style, identity and ambition. The shoe is the starting point, but the real proposition is the attitude to stand out and make every moment count. For the agency, G.O.T. is the beginning of a new identity and cultural role for the brand, not a one-off campaign.
Where it is running
The campaign runs across television, print, digital and outdoor. It brings the G.O.T. platform together with Sparx’s latest footwear collection, including sneakers and sports shoes designed for everyday wear and active use.
Steal this
Three moves a smaller brand can take from the Sparx play:
- Borrow a familiar phrase, then bend it. GOAT already carries meaning. Sparx reworks it into G.O.T. and gets a built-in shorthand without explaining a new name.
- Cast for point of view, not just reach. Tamannaah and Lakshya are not delivering the same line. Each brings their own perspective, which gives the platform room to flex.
- Anchor the platform to the product. The idea does not float as a philosophy. Every sneaker and sports shoe becomes the way to live “Greatest of Today.”
Watch the original: Sparx on YouTube
Source: Afaqs!
