Flite, the family fashion footwear brand from Relaxo Footwears, has unveiled Bollywood actor Sanya Malhotra as its new face. The announcement comes with the launch of a fresh festive and wedding collection, giving consumers stylish choices for every celebration. The campaign is supported by a 360-degree marketing blitz that highlights confidence, individuality, and stepping ahead with flair.
Sanya, known for her fearless journey and youthful charm, embodies Flite’s ethos of “Sar Utha, Kadam Badha” (walk forward with confidence). With her on board, the brand seeks to inspire all generations to see style not just as fashion, but as an expression of self-belief and confidence.
Gaurav Kumaar Dua, Whole Time Director, Relaxo Footwears Limited, said:
“We are delighted to welcome Sanya to the Flite family. This year, we are rolling out a dynamic, youth-driven collection that perfectly mirrors her personality. She reflects the spirit of modern India — young, ambitious, and design-conscious. Flite is about empowering people at every stage of life to move ahead in style. With Sanya and our new campaign, we are elevating ‘Sar Utha Kadam Badha’ to the next level, encouraging India to walk forward with style and confidence in every step.”
The campaign film, shot with cinematic vibrancy, mirrors Sanya’s own inspiring journey — from long hours of rehearsals and countless auditions to the glamour of the red carpet. Each stage is marked by a distinctive pair of Flite footwear, underscoring the idea that every step taken can be both stylish and purposeful.
Sanya Malhotra shared her excitement:
“I’m thrilled to join the Flite family because it reflects what I personally believe in — confidence, comfort, and owning your journey. The tagline ‘Sar Utha Kadam Badha’ is about moving forward with courage and individuality, which deeply resonates with my own path — from arriving in Mumbai to carving a space as an actor.”
Manoj Lalwani, Vice President – Marketing, Relaxo Footwears Ltd., added:
“This is more than a brand tie-up — it’s the start of a vibrant new chapter. We’re taking this association to customers through a 360° campaign that engages across all touchpoints, from digital to retail, inspiring people to embrace style and confidence with every step. With ‘Har Kadam Stylish’ as the mantra and ‘Sar Utha Kadam Badha’ as the spirit, we’re confident the campaign will spark strong resonance and excitement across India.”
At its core, the campaign delivers a simple yet powerful message: true confidence begins with style, and every step forward can be a bold expression of who you are and where you’re going.
