Eeken by Paragon, a footwear brand targeted towards India's 18-25-year-olds, has launched its latest campaign conceptualised by Makani Creatives. The campaign, titled "Weekend Everyday," embodies the brand's philosophy of empowering young people to live their lives to the fullest and embrace every day like it's a weekend.

The film showcases Eeken as an agent of transformation, taking the wearer from the humdrum of everyday life to a weekend state of mind. Once they wear Eeken, the customers step into their day with a pep in their step and a song in their heart. The film depicts a dramatic transformation in the protagonists as they encounter Eeken, reveling in their new avatar.

Prasad Rao, Executive Creative Director at Makani Creatives, said, "'Weekend Everyday' speaks to the youth of today. They are free-spirited, agile, and bindass. This film is an attempt to talk to this audience and to strike a chord with them and their culture. Eeken footwear is driven by design and is at par with any big brand. The intent here was to showcase the flexibility, comfort, and usage of the products through a narrative that stays true to the vibe, the style, and the culture of the brand and its audience."

"Eeken is our gateway to connect with the younger population of the country," said Sachin Joseph, Executive VP at Paragon Footwear. "We draw inspiration from the psychographic of our target audience and strive to deliver what they desire. This reflects across our product design as well as our communication."