Arigold, is a famous, well-established shoe manufacturer in the city of Agra. A family run enterprise, it has recently been taken over by the third generation of entrepreneurs who are younger and more ambitious. The brand was facing serious competition from online players and fashionable brands. Further, the younger generation did not consider it hip and happening. Therefore, the new management felt the need of re-branding.

As part of the re-branding exercise, we released a few small-space ads in trade publications in and around Agra to remind the trade that the brand has been around five decades. The tone was kept irreverent and quirky to appeal to the younger mindset, and the infuse the brand with liveliness.