Eeken by Paragon empowers youth in new campaign for weekend state of mind

Eeken by Paragon has launched a new campaign targeted towards the country’s 18–25-year-olds.

The campaign has been conceptualised by Makani Creatives.

The campaign embodies the brand's philosophy of empowering young people to live their lives to the fullest and embrace every day like it's a weekend.

“The film showcases the brand as an agent of transformation taking the wearer from the humdrum of everyday life to a weekend state of mind. Once they wear Eeken, we see our customer step into their day with a pep in their step and a song in their heart. In a visualisation, we see a transformation in the protagonists when they come across Eeken. It completely changes them, as they revel in their new avatar,” said the company statement.

Prasad Rao, Executive Creative Director, Makani Creatives said, “’Weekend everyday’ talks to the youth of today. They are free-spirited, agile and bindass. This film is an attempt to talk to this audience and to strike a chord with them and their culture. Eeken footwear is driven by design and are at par with any big brand and the intent here was to showcase the flexibility, comfort, usage of the products through a narrative that stays true to the vibe, the style and the culture of the brand and its audience.”

Sachin Joseph, Executive VP, Paragon Footwear, said, “Eeken is our gateway to connect with the younger population of the country. We draw inspiration from the psychographic of our target audience and strive to deliver what they desire. This reflects across our product design as well as our communication.’

Eeken by Paragon campaign:

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