Liberty Shoes Unveils "Mera Joota Hindustani" Campaign to Celebrate Indian Heritage

As India celebrates Independence Day, Liberty Shoes, a well-known name in the Indian footwear industry, has introduced its latest campaign, "Mera Joota Hindustani." This campaign honors India's vibrant culture and connects with today’s youth by emphasizing the pride in supporting homegrown brands.

The "Mera Joota Hindustani" campaign aligns with the Swadeshi ethos, tapping into a growing preference among young consumers for Indian brands over international ones. Liberty Shoes leverages this sentiment to reinforce its position in the market.

The campaign features Liberty’s newest footwear collection in a festive, lively setting that reflects the diversity of India and the shared pride in being Indian. The campaign is driven by a collaborative track produced by Karan Kanchan, featuring five prominent artists—MC Square, Riar Saab, Shilpa Rao, Karan Kanchan, and Killa K.

Drawing inspiration from the iconic song "Mera Joota Hai Japani" from 1955, the campaign mirrors India’s evolution into a modern, self-reliant nation. It underscores the "Make in India" initiative, celebrating Liberty Shoes' rise to prominence while staying rooted in its Indian origins.

Anupam Bansal, Executive Director of Liberty Shoes, emphasized the cultural significance of the campaign, noting how it showcases India’s rich heritage through footwear. He highlighted the blend of tradition and modern appeal in the campaign, which transitions seamlessly from "Mera Joota Hai Japani" to "Mera Joota Hindustani," invoking a renewed sense of patriotic pride.

Barun Prabhakar, Head of Marketing at Liberty Shoes and the creative mind behind the campaign stated, “Mera Joota Hindustani is more than just a campaign—it’s a celebration of our roots, our individuality, and the vibrant spirit of Indian youth. By blending new-age elements with a strong Swadeshi narrative, we’ve crafted a campaign that resonates with a new generation, empowering them to wear their identity with pride.”

The campaign also encourages other Indian brands to join the movement, with slogans like "Mera Speaker Hindustani" or "Meri Jeans Hindustani," aiming to strengthen consumer ties to homegrown products.

Liberty Shoes aims to build organic awareness about its heritage through this campaign, urging audiences to connect more deeply with the brand’s legacy. "Mera Joota Hindustani" is positioned not just as a promotional campaign, but as a celebration of India’s journey and the pride associated with being Indian.