Mumbai: Eeken by Paragon launches their latest campaign conceptualised by Makani Creatives. Targeted towards the country’s 18–25-year-olds, the brand exists to fulfill the spirit of their young consumer who live by YOLO philosophy. Their tagline “Weekend Everyday” is an echo of GenZ’s desire to live every day in a light-hearted and fun way.

This is the maiden campaign by Makani Creatives after winning the brand’s mandate earlier this year. “Weekend Everyday” is the guiding principle of the younger generation. They want to embrace everyday like it’s a weekend, living freely and enjoying every moment. Eeken is the enabler of this desire by providing stylish and comfortable footwear that keeps the customer on their toes.

The film showcases the brand as an agent of transformation taking the wearer from the humdrum of everyday life to a weekend state of mind. Once they wear Eeken, we see our customer step into their day with a pep in their step and a song in their heart. In a dramatic visualisation we see a transformation in the protagonists when they come across Eeken. It completely changes them, as they revel in their new avatar.

Makani Creatives executive creative director Prasad Rao said, “’Weekend everyday’ talks to the youth of today. They are free-spirited, agile and bindass. This film is an attempt to talk to this audience and to strike a chord with them and their culture. Eeken footwear is driven by design and are at par with any big brand and the intent here was to showcase the flexibility, comfort, usage of the products through a narrative that stays true to the vibe, the style and the culture of the brand and its audience.”

“Eeken is our gateway to connect with the younger population of the country” said Paragon Footwear executive VP Sachin Joseph. “We draw inspiration from the psychographic of our target audience and strive to deliver what they desire. This reflects across our product design as well as our communication.”