Fashion footwear brand Metro Shoes has launched ‘Shoes for a New Race’ campaign targeting the youth. With a new positioning strategy in place, the brand has introduced a new range targeted at both genders, including pumps, wedges, boots and ballerinas for the ladies and loafers, boots, sneakers, nubuck and leather casual shoes for men.
Talking about the initiative, Farah Malik Bhanji, Managing Director and CEO, Metro Shoes, said: “Metro Shoes as a brand has always aimed at being relevant to the times. Since India is a young country, it is imperative that the new positioning of Metro Shoes resonates with the attitude of the youth. The new race doesn’t necessarily believe in following age old norms, they believe in creating their own”.”
The campaign has been conceptualised by Makanis Creatives. Speaking on the involvement, Sameer Makani, Co-Founder, Makanis, said: “Shoes for a New Race” is not just a campaign, but a re-invention of the brand – Metro. The strategy evolved from the thought that India is a young country and Metro needs to induct this segment without losing out on its patronisers. As an agency, we have partnered Metro right from designing the new product range to the manifesto of the new race right down to the media choices. All this emanated from the insights garnered from the people who embody the new race.”
Metro Shoes is present across 175 locations across India, offering a mix of Indian and international designs. The first Metro Shoes store opened in Colaba,Mumbai in 1947. The company operates as an MBO across tier I, II and III markets. As of FY 2012-13 Metro Shoes clocked a turnover of Rs 666 crore.