New Delhi : Sparx, one of India’s most popular athleisure footwear brands among youth, is turning up the heat this season with its Summer Swag campaign. At the heart of the campaign is a high-energy digital banter around its Shoe-Style Sandals, brought alive through the dramatic, never-ending exchanges between internet favourites Raghu and Rajiv. Designed to combine the structured look of a shoe with the comfort, breathability, and ease of a sandal, the product creates a unique style statement for everyday summer wear, sparking a question that refuses to settle: “Yeh shoe hai ya sandal?”
Known for their sharp wit and unfiltered chemistry, Raghu and Rajiv bring this question to life through a series of playful and exaggerated exchanges, where every moment feels like the conversation is about to end, but never quite does. Their natural dynamic transforms a simple product conversation into an engaging, relatable, and highly entertaining narrative that reflects how today’s consumers interact with brands and content.
The campaign taps into an evolving consumer mindset, where style today is not just about what you wear, but how it fits into your everyday moments and conversations. With Shoe-Style Sandals, Sparx taps into this mindset by blending the structure of a shoe with the style and breathability of a sandal, creating a look that is both functional and fashion-forward.
Speaking on the campaign, Mr. Gaurav Kumaar Dua, Co-Chief Executive Officer & Whole Time Director, Relaxo Footwears Ltd., said, “As leaders in the sandals category, our focus has consistently been on strengthening that position through continuous product innovation. With evolving consumer expectations, there is a clear shift towards versatile, multi-purpose footwear, and the Shoe-Style Sandal is a direct response to this need.”
He added: “With Summer Swag, we wanted to create a campaign that reflects how today’s youth engage with fashion and content- through humour, relatability, and conversations that feel natural and spontaneous. Shoe-Style Sandals perfectly capture the balance of style and comfort that defines summer dressing today, and Raghu and Rajiv’s fun banter bring that narrative alive in a way that feels authentic, engaging, and memorable.”
With Summer Swag campaign, Sparx continues to set the tone for a season driven by style, versatility, and innovation. As the campaign unfolds with more offerings, the brand continues to strengthen its presence in the sandals category while shaping new-age consumer preferences in open footwear.
