Barun Prabhakar digs deep into Liberty Shoes’ marketing strategy

Barun Prabhakar, Head of Marketing and Creative strategy, Liberty Shoes gives insights on the brand’s latest campaign. He shares how they plan on shifting offline customers to their online platform while talking to Social Samosa.

Liberty Shoes recently roped in Ayushmann Khurrana and Rakul Preet Singh as brand ambassadors for its athleisure brand LEAP7X. The brand’s latest advertising campaign with the celebrities, “Sitaare Aise Hi Nahi Bante Mehnat Karni Padti Hai AM To PM,” emphasizes the importance of maintaining tenacity on a daily basis in order to realise one’s goals.

Talking about festive marketing and the importance of mall activations in this digital age Barun Prabhakar, Marketing Head, Liberty Shoes gives insights on the campaign and the overall marketing strategy for the brand, in a brief conversation with Social Samosa.

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Edited Excerpts:

As a footwear brand, what does your festive marketing blueprint look like? Which medium will be receiving the biggest pie of share?

We started out festivities in terms of marketing this year a little early, looking at the positive market vibes. Apart from the ATL activities, we shall extend our marketing activities around the festivals through BTL and Digital activations.

Having 450+ retail stores and 100+ MBOs active in the pan India, our major share will be dedicated towards the offline stores largely.

With consumers now stepping out again like before, what are you doing to drive footfalls to the stores? 

I think it’s been quite a time now since we have been seeing a normal market trend as pre-covid. Look out at the shopping malls, and high streets, it’s even more lively compared to the gone years. People are happy, their way to look at their lives has changed, and their will to spend on travel and fashion has increased grossly. 

We have created quite a sensation with our recent campaign with Ayushmann and Rakul. The campaign has been noticed really well through, all leading newspaper advertisements, TV ads, Cinemas across the country and everyone’s easiest accessed medium ‘social media’. Its results are pretty noticeable at the stores, we are getting great footfalls, and conversions have improved. The impact is quite tangible. 

From a Fashion & Apparel perspective, how beneficial are mall activations in this day & age? How are you targeting the mall rats this year? 

Honestly, we are not spending much effort on mall activations, rather keeping our stores nicely VM ready, sorting the displays more apt to the customer’s preferences, having great variety at the stores in terms of price points, having smartly differentiated from the ones which are in the high street, considering the ‘Mall’s own customer profiling’.

I believe if you have taken care of these basic but ‘to-the-point steps, you have the battle in your favour.

Liberty Shoes has had a strong network of offline stores, known well in their areas. How do you plan to translate this consumer’s awareness online? 

We have a huge offline customer database and we have been very active with our CRM approach, we are successfully delivering a hybrid experience to some of our locations, apart from we keep sharing our latest/festive/regional curated digital catalogues through WhatsApp commerce to our customers, and we are noticing good traction.

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