Campus Shoes ‘Ab Waqt Hai Humaara’ Campaign Conceptualized By Ogilvy North
Mumbai, September 27, 2018: Campus Shoes unveiled the newest chapter of its brand – AB WAQUT HAI HUMARA (Now it’s our time) featuring the everyday athletes – young adults from middle India. Disadvantaged compared to the privileged, yet ambitious. Nothing comes easily for them. Every day they face new battles and challenges that life throws at them with optimism and determination. Making it to practice every day, getting ready for the match, preparing without proper gear – these are their everyday challenges and victories. Theses real life underdogs make their debut for the brand in a bold film highlighting their athleticism and unwavering dedication under pressures of everyday life. The campaign continues to celebrate the inner and outer strength of these champions and highlights the brand’s purpose to level the playing field in an unequal world by designing innovative products for them.
Kapil Arora, President, Ogilvy North: In a country where opportunity does not come on a platter; where the limelight is hogged more by the haves than the have-nots, Campus shoes is partner to the indomitable spirit of the millions of youth, whose self-belief and determination are their greatest assets. Winning to them, is a given. It’s just a matter of when. Together, they’re knocking on the doors of tomorrow to say, make way, because ‘Ab Waqt Hai Humaara’
The campaign has championed stories of four athletes from various backgrounds who have broken barriers to climb to the top of their respective fields. A cricketer, boxer, dancer and a footballer, these people have defied labels and critics to build a life around their passions. Their indomitable spirit, captured throughout the campaign, illustrates that they will what they want in every challenge of life.
Ajay Gahlaut, Chief Creative Officer, Ogilvy North and Deputy CCO, Ogilvy India: The thought is so much bigger than just the TVC. And even in its thinking, it was never about doing a good TVC or a good looking TVC. It was about doing a real ad. Real in terms of look. And in terms of the voice. An ad that people would not just see with their eyes but one they would feel with their hearts…
Nikhil Agarwal, Managing Director, Campus Shoes: India is a burgeoning with youth. Most of them hail from smaller towns and cities and have a strong desire for making it big in life. The campaign epitomizes the fact that the right time has come to seize the moment for oneself, i.e., ‘Ab Waqt Hai Humaara’.
The campaign highlights the fact that focus, sweat and toil are the essential ingredients for success. It is also about staying true to one’s course and never giving up.
