MUMBAI: Liberty shoes has launched a new brand campaign with its brand ambassador Hrithik Roshan.

Titled ‘Fashion is Comfort’, Liberty has introduced the new TVC to its audience in the festive season and on occasion of Navratras.

The new campaign and identity aims to recreate the delightful hues of fashion and comfort connecting to the brand. ‘Fashion is Comfort’ is one of the key attributes of the new campaign - a fresh rendition of the brand philosophy associated with Roshan, while making it more contemporary.

The Page is the creative agency that has created the TVC.

The Page ED Anupam Bansal said “The new campaign emphasises fashion and comfort, the most appealing characteristics of Liberty Shoes. It rejoices spontaneity, vibrancy and free spiritedness of today’s youth. The campaign is yet another remarkable milestone in our journey of symbolizing shoes that are young, comfortable and colorful. It is our pleasure to be associated with Hrithik Roshan for the new advertisement. Hrithik’s proximity to perfection, his overall styling, the class, the sense of dressing, is truly the sign that characterize Liberty Shoes.”

“Sing it to me. Sing it loud. Let the toe begin to tap on its own. Show me the comfort of the shoes. Show me the variety. Choose I will. Because Fashion is comfort” - the new campaign encapsulates the youthful emotions. Set inside a top end retail store, the film is all fun and partying. Set to a pacy track, the action begins as the store is shut and the shoes light up to party with “energetic” music. Roshan starts the action by beginning to set a drum while mixing track with “youthful” lyrics. A range of formal shoes, Fortune and Force 10 are adorned by him in the campaign.