Saatchi & Saatchi India Reimagines Flite’s ‘Sar Utha, Kadam Badha’ with Sanya Malhotra
CE DESK 
Saatchi & Saatchi India refreshes Flite’s iconic ‘Sar Utha, Kadam Badha’ campaign featuring Sanya Malhotra, celebrating confidence and style in everyday achievers.
Flite’s newer advertisement “Sar Utha Kadam Badha” which features Sanya Malhotra is a work by Saatchi & Saatchi India. Similar to its original form, this advertisement goes beyond footwear, focusing instead on unlocking and celebrating confidence and style. It celebrates “everyday heroes” and features Sanya’s biography, a childhood dreamer who always found a way to transform hurdles into stepping stones.
Flite is trying to change the way we perceive them by trying to shift focus to their “Partner in Ambition” approach, in which they subsidize the cost their customers footwear which is “stylishly” durable and comfortable, paired with the idea of confidence they encourage pride, accent and attitude. Instead they focus on the relentless spirit and unwavering self-belief.
The new advertisement “Sar Utha Kadam Badha” is by Saatchi & Saatchi India. It has retained the original thoughts of the advertisement but has added a ‘styleable’ touch. It has a modernized approach and still holds the brand’s core values. This will be extensively used on social media and TV will serve to anchor further the positioning of the brand and stimulate the discourse on daily life pragmatism of Flite.
Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India said, “I’ve been spearheading creative for the Flite brand from the day we won the business in 2021. And with each campaign, we wring the opportunity to mine new and exciting insights into our consumers while keeping the DNA of Flite intact. With Sar Utha. Kadam Bada 3.0, it’s been a whirlwind journey down several new roads. First the endless search for a celebrity that mirrored the ethos, then partnering with Ashim to create a stylish, contemporary visual language for the brand. And finally, a narrative that reinforces the Sar Utha Kadam Bada philosophy but moves beyond the struggle to reflect on Sania’s journey of grit and determination. The treatment is fresh and fashionable, Sania is an energetic and visual delight, and the brand is basking in its new clothes.”
Manoj Lalwani, Vice President- Marketing, Relaxo Footwears Ltd., said, “This association with Sanya is more than just a brand partnership, it’s the start of an exciting new chapter in our journey. We are taking this association to our customer with a 360° campaign designed to connect deeply across multiple touchpoints, from digital to retail, inspiring them to embrace both style and confidence in every step. With ‘Har Kadam Stylish’ as your way of life and ‘Sar Utha Kadam Badha’ as your way forward, we are confident this will translate into strong resonance and enthusiastic response from customers nationwide.”
Hindol Purkayastha, Head – North & East, Saatchi & Saatchi India, said, “When we began our partnership with Flite, we had a shared vision of depicting the brand through unique storytelling that pushed the category. Since then, every campaign has focused on building brand love. Our latest film leverages the strong recall for ‘Sar Utha, Kadam Badha’ to connect with newer audiences and expand the consumer base. With design and lifestyle at its very core, we are confident this campaign will impact the consideration and spark fresh conversations around Flite.”
This refresh offers the campaign new elevation which will adds on to their current position in the footwear family. The mouth of the family shows the approach of attitude, aspiration, and pride which is the approach used in India.
