Sparx, a popular youth-centric brand, depicting the demography’s style quotient and contemporariness and offering a wide range of sporting shoes, sandals, and slippers, has made its IPL debut with a ‘T-20 ke Sparx’ campaign.

Sparx will bring to television screens every ‘four’ — the moment when a batsman hits a boundary — from the IPL tournament, currently India’s most-watched sporting event. Played to the background of a peppy cheerleader rap music, the ‘T-20 ke Sparx’ video will ride the wave of the IPL fever while urging the viewers to participate in contests and win prizes.

Based on the high audience engagement rate with the T-20 format tournament, the campaign expects to build customer recall and strengthen brand equity for Sparx.

Talking about the campaign, Gaurav Dua, Executive Director, Relaxo Footwears Limited, said, “Cricket is associated with youth and endurance, attributes similar to those of our brand. We are happy to associate with IPL T 20 this year and are sure the audience will appreciate our pop-inspired digital campaign. We are a cricket-loving nation and wish all players the very best for this season.”

With a pan India presence, Relaxo, the largest footwear manufacturer in India, is ranked among the Top 500 Most Valuable Companies of India. Relaxo, Sparx, Flite, and Bahamas are some of its top-selling brands.

With over 350+ strong network of retail outlets, Relaxo’s Sparx has Bollywood star Akshay Kumar as its brand ambassador. Interestingly, Sparx has a large clientele among large government institutions and is also exported globally.