Footwear manufacturer Paragon Footwear has launched a new Diwali festive campaign to celebrate small business owners. The campaign is titled Utsav ke Rang, Kartavya ke sang (Colours of Celebration, Along with Duty) and is also designed to promote togetherness and showcase the brand’s broad range of footwear designs. 

“This video is a testament to Paragon’s unwavering support for small business owners,” said Paragon Footwear’s executive vice president Sachin Joseph in a press release. “Our goal is to infuse a sense of celebration and encouragement for our customers and those who selflessly contribute to their professions, often at the expense of their family and festive moments.”
 
The campaign film follows a small business owner who is working on Diwali and thus cannot celebrate with his family. Encountering families celebrating the holiday as he continues his work, the film culminates in him receiving a phone call from his family and receiving well wishes from a customer.

The brand’s campaign has launched on social media platforms including YouTube, Instagram, and Facebook. Paragon Footwear has also formed an exclusive partnership to broadcast the campaign film on HotStar throughout the World Cup.
 
Paragon Footwear was founded in 1975 and produces footwear for men, women, and children. The brand’s products span categories including shoes, sandals, flip-flops, and slippers which retail from multi-brand stores across India. Paragon Footwear’s distribution network comprises 12 strategically located depots across India, designed to facilitate supply chain management.