New Delhi, August 22: As India celebrated its Independence Day, Liberty Shoes, a beloved name in the nation’s footwear industry, proudly launched its latest campaign, “Mera Joota Hindustani.” This campaign pays homage to India’s vibrant spirit, connecting with today’s youth by highlighting the pride of being truly Indian.
Embracing the Swadeshi ethos, “Mera Joota Hindustani” resonates with a generation that values homegrown brands over international alternatives—a sentiment Liberty has skillfully tapped into.
The campaign film showcases Liberty’s newest collection in a lively, festive atmosphere, celebrating the diversity that defines our nation and the shared pride in being Hindustani. At the heart of the campaign are five exceptional artists—MC Square, Riar Saab, Shilpa Rao, Karan Kanchan, and Killa K—who come together to create an infectious, groovy track produced and composed by Karan Kanchan.
Inspired by the timeless classic “Mera Joota Hai Japani” from 1955, the campaign reflects India’s journey from its roots to becoming a modern, self-reliant nation. It underscores the “Make in India” initiative, celebrating brands like Liberty Shoes that have risen to global prominence while remaining deeply connected to their Indian origins.
Anupam Bansal, Executive Director Liberty Shoes, shared insights into the campaign’s cultural significance, emphasizing how it showcases India’s rich heritage through footwear. By featuring artists from across the country, the campaign blends tradition with contemporary appeal. The music and lyrics have been thoughtfully crafted to resonate with today’s generation, seamlessly transitioning from “Mera Joota Hai Japani” to “Mera Joota Hindustani,” infusing a renewed sense of patriotic pride.
Barun Prabhakar, Head of Marketing, Liberty Shoes (the mind behind this campaign ) said “Mera Joota Hindustani is more than just a campaign—it’s a celebration of our roots, our individuality, and the vibrant spirit of Indian youth. By blending new age instances with a strong Swadeshi narrative, we’ve crafted a campaign that resonates with a new generation, empowering them to wear their identity with pride.
The campaign also encourages other Indian brands to join this movement, promoting their products with slogans like “Mera Speaker Hindustani” or “Meri Jeans Hindustani.” This collaborative effort aims to strengthen consumer connections to homegrown brands.
Team Liberty envisions creating organic awareness about Liberty Shoes, urging audiences to connect more deeply with the brand’s rich heritage. “Mera Joota Hindustani” is not just a promotional campaign; it’s a celebration of India’s journey and the pride that comes with being Indian.
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