Mumbai: 82.5 Communications has picked up the communications mandate for Ajanta Shoes, following a multi-agency pitch. The 65-year-old Kolkata-based footwear company is now expanding its marketing footprint to other parts of the country.

The 2021 Royalz Collection is the first campaign rolled out for Ajanta by 82.5 Communications' Kolkata office. Royalz, a line of sandals for men and women spanning both casual wear and formal wear, is one of Ajanta’s most successful sub-brands, the company said in a statement.

Shedding more light on the 2021 Royalz campaign, Ajanta Shoes MD Sagnik Banik said, “In the backdrop of lockdowns and restrictions, we wanted to create a feel-good vibe, and briefed 82.5 that the campaign should be drawn on the urge of people to get back to normality."

“Our association with Ajanta Shoes has put a spring in our step," said 82.5 Communications India, chairman and CCO Sumanto Chattopadhyay. "As the world slowly but surely ventures back into the outside world, we are ready with our advertisements for Ajanta's Royalz sandals. May this be the first of many wonderful campaigns, beginning a journey into an ever-brighter future for Ajanta Shoes.”

82.5 Communications-Kolkata, head, Sharmista Dev added, “Shoes are an intrinsic part of dressing up when we go out. Being in a lockdown mode has taken away this simple pleasure of dressing up. So, we wanted to remind people of just that, as they're getting ready to step out. But of course, stepping out with caution. I must add that we're thrilled to win the Ajanta shoes business and partner them in their growth journey.”

82.5 Communications - Mumbai & Kolkata, executive creative director, Mayur Varma said, “As the country gears up to step out again, Ajanta will gear up your feet. Of course, responsibly.”