MUMBAI: Footwear brand Sparx has launched its new commercial ‘Add Sparx To Your Life’ starring Akshay Kumar. The TVC is supported by a 360-degree marketing campaign which will sprint across outdoor, digital, print and retail promotions.

The TV commercial focuses on attitude and sportsmanship while innovatively capturing the energy, moves and attitude of a super active sportsperson. The campaign will also run in regional languages like Telugu, Marathi and Kannada for a stronger consumer connect in every corner of the country. Other important touch points like print and digital are being used aggressively to amplify the campaign and generate maximum offline and online buzz in the market.

Relaxo executive director Gaurav Dua says, "The campaign’s idea is to create a strong connect between customers and the intrinsic brand values of Brand Sparx. Sparx stands for style, energy and attitude, which have perfectly being captured in the new TV campaign. The TVC encourages customers to take up challenges and emerge as a winner with a go for it attitude."

Touching upon the TVC which starts with visuals wherein a few boys confront Akshay and his team on a Futsal ground. As he takes on the challenge, the camera follows some of the most amazing sports skills with a catchy and energetic music in the background. As Akshay takes winning shot and signs off with ‘Add Sparx To Your Life’, the climax captures the expressions of the audience as well as the defeated team. Bringing together a high-octane action, the TVC perfectly highlights Sparx’s brand ethos that includes attitude, challenge, crossing the limits, energy, youth, sporty and stylishness.

Arms communications creative director Sanjeet Ahluwalia adds, "We wanted to choose an international, aggressive sport to drive home the message. Since Akshay Kumar is our brand ambassador, we chose Futsal, an upcoming sport in India that is gaining a lot of popularity amongst the youth. With energetic music and fast-paced action, I am sure it is going to win a lot of hearts.”