A festive campaign in regional languages for the brand's home markets: 'Swargo Theke Morto Cholche Khadim Cholbe Khadim' for Durga Puja across Bengal, Assam and Tripura and 'Aapka Khadim Sabka Khadim' for Dussehra elsewhere, leaning on seven decades of the brand and its promise of fashionable footwear at a fair price, with in-store offers on purchases above Rs 1,000 across ATL, BTL and digital media.