Paragon to connect deeper with consumers from tier 2 & 3 cities: Sachin Joseph
Paragon has recently announced its brand repositioning that resonates and reconnects with the core of India along with the tagline ‘Zid, Chalte Rehne Ki’. The makeover comes at a point when the brand is going to complete 50 years of its presence in the footwear market.
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He had earlier said that Paragon’s offline sales exceeded 90%. The brand is going to increase marketing investments in digital media, knowing the fact that mobile and internet penetration and data consumption in tier 2 and 3 cities is on the rise. “Moreover, the various formats that digital media offers provides an opportunity to connect with their target differently at various stages of the consumer funnel,” he concluded. For more updates, be socially connected with us on
In a conversation with e4m, Sachin Joseph, Executive VP - Marketing and IT at Paragon Footwear shared, “The repositioning with the tagline ‘Zid, Chalte Rehne Ki’ represents a strategic decision by Paragon to strengthen and capitalise on the deep emotional bond the brand shares with its wide-ranging consumer base.”
This makeover brings the spotlight on the everyday heroes of the nation, who perseveres through every challenge and make the new India possible through their relentless spirit, said the brand.
The integrated ‘Zid, Chalte Rehne Ki’ promotion will run across newspapers, radio, outdoor (bus and train panels) and digital platforms all over India. And for this, they have boarded a new creative partner Turmeriq.
The brand realised that for a long time, it had focused more on a contemporary crowd and setting. However, keeping in mind the deep emotional connection the masses have with the Paragon brand, the company decided it was time to refocus on its core audience.
“This strategic repositioning allows Paragon to reconnect and offer them the comfort and support they need through every challenge they face,” he added.
Last month, the footwear brand also partnered with Disney via a special product line, which was well aligned with the brand repositioning. This was done to debut a new collection of footwear inspired by characters from Disney and Marvel for Kids, Men, and Women.
According to Joseph, “Our collaboration with Disney aligns perfectly with this goal, reinforcing our repositioning strategy by enhancing our product lineup. This partnership not only broadened our appeal but also ensured that we offer quality products that resonate with a larger audience.”
As a part of this repositioning, the brand plans to engage this core audience at a deeper level. Paragon’s target group is NCCS BCD, aged 30+ years NCCS classification, which captures the affordability quotient of households and reflects the evolving consumer behaviour in India.
He highlighted, “There is wider acceptance of Paragon products in Tier 2 and 3 towns, and we plan to re-emphasise our focus in these markets.”
The repositioned brand also intends to amplify hyperlocal activations and campaigns that deeply resonate with the sensibilities and culture of our consumers in tier 2 and 3 markets.
Joseph further shared, “Our marketing investments are largely done on traditional media like print, radio and OOH for a wider reach in our focus markets.”
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Tags : Paragon Sachin Joseph