METRO Shoes has launched a new brand film, conceptualized by the creative agency Talented, which explores evolving gender roles in modern Indian relationships. The campaign, part of the ongoing ‘Takes you to the new’ series, highlights themes of equality, individual growth, open communication, and shared decision-making, emphasizing a balanced partnership where both partners support each other’s personal growth and independence.
The film focuses on breaking traditional gender expectations, showcasing how modern men engage in relationships by embracing empathy, vulnerability, and strength. The male protagonist, portrayed with a unique mix of cultural styling and modern aesthetics, challenges conventional roles, embodying qualities that align with METRO’s vision of a “progressive and secure” partner in today’s relationships.
Alisha Malik, President of METRO Brands Ltd., remarked, “This film reaffirms METRO’s role in the lives of our customers, showing them the way to new, uncharted, but essential territories. The METRO Man is secure, progressive, and is an agent of change, leading by example from small to pivotal moments in their journey.”
The narrative, written by Talented’s founding member Pooja Manek, presents a couple who exemplify “calm in love”—balanced in their views and secure in their roles. Manek explains, “The film reimagines the ‘natural’ destiny for a married couple in India and showcases the power of collective agency and reproductive choice, driven by not just the woman, but the couple together.”
Ria Singh, Director of the film, described it as “an intimate, tender portrayal of love, soft masculinity, and a healthy relationship built on equality.” The film features METRO’s latest footwear collection, aligning with the festive and wedding season, and presents a contemporary take on gender dynamics in India’s evolving social landscape.
About METRO Brands Limited
METRO Brands, one of India’s largest footwear speciality retailers, opened its first store in Mumbai in 1955. The company offers a wide range of footwear and accessories, including men’s, women’s, and kids’ shoes, along with handbags, belts, and wallets. It retails in-house brands like METRO, MOCHI, WALKWAY, DA VINCHI, and J. FONTINI, and also stocks third-party brands such as CROCS, FITFLOP, FILA, SKECHERS, CLARKS, PUMA, and ADIDAS. As of September 30, 2024, METRO Brands operates 871 stores across 198 cities in 31 states and union territories in India. The company launched India’s first Foot Locker store on October 19, 2024, in New Delhi’s Nexus Select City Walk, Saket.
