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  • SUB CATEGORY :
    INNOVATION IN CREATIVITY
  • ENTRANT COMPANY :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • TITLE :
    FIT MY FEET
  • BRAND :
    BUCKAROO FOOTWEAR
  • ADVERTISER :
    BUCKAROO FOOTWEAR
  • AGENCY :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • CHIEF CREATIVE OFFICER :
    JAVIER CAMPOPIANO/PRASOON JOSHI/ADRIAN BOTAN/
    VALERIE MADON
  • EXECUTIVE CREATIVE DIRECTOR :
    ASHISH CHAKRAVARTY/ABHINAV TRIPATHI
  • CREATIVE DIRECTOR :
    VIKRAM DHEMBARE
  • ART DIRECTOR :
    SANKET KALGAONKAR/PRATIK JAGTAP/AKSHAY RANE
  • COPYWRITER :
    AARYAN NATH/SHIVALI VEGAD
  • AGENCY PRODUCER :
    ROBERT JOSEPH
  • DESIGNER :
    VIKRAM DHEMBARE/MATT LEEUWEN
  • PHOTOGRAPHER :
    AKSHAY GAIKWAD/SOMADATTA NHAWKAR
  • DIRECTOR :
    VINEET MAHAJAN
  • EDITOR :
    PIYUSH BIHADE
  • ILLUSTRATOR :
    SATISH TELANGE/SANKET KALGAONKAR
  • RETOUCHER :
    NITIN SAWANT
  • MARKETING COMMUNICATION DIRECTOR :
    MERAJ KHAN
  • CAMPAIGN SUMMARY :
    FitMyFeet, an initiative by Buckaroo, tackled a pressing issue of mobility for individuals with clubfoot in India, offering an affordable, practical solution through custom flip-flops.
    The objective was to enhance mobility, dignity, and independence while fostering social impact. This innovative solution consisted of rubber soles and adjustable straps, made using traditional tools of Indian street cobblers, ensuring low-cost production (USD 2.40 per pair). The creativity of the project lies in leveraging India’s rich cobbler network to create a sustainable distribution model. Through vibrant street art, we localised the campaign, embedding it within local culture and generating talk-value.
    Over 228,000 pairs were sold, involving 4,500+ cobblers. The campaign was a catalyst for social change, improving quality of life for individuals while providing a new revenue stream for cobblers. The initiative’s scalability and potential for pan-India distribution reflect its innovative success.
  • CREATIVITY/IDEA/INSIGHT :
    The core insight was the realisation that individuals with clubfoot in India often faced both mobility and social challenges due to the unavailability of affordable, custom footwear.
    The creativity of FitMyFeet works on two levels:
    The Design Solution The FitMyFeet kit is a unique DIY design solution to make custom flip-flops. Packed with two sheets of rubber soles (one hard and one soft), tracing paper and adjustable length straps, this kit allows footwear to be cut to any shape or size.
    The Culture Solution: The kit has been uniquely designed to work with the centuries-old tools of the street cobblers of India.
    Part of the 30-million unorganised workforce of the country,
    the cobblers allow for a cost-effective means of production and distribution.
  • STRATEGY :
    The strategy revolved around creating an affordable, customizable product that addressed the gap in the market for clubfoot footwear. By collaborating with cobblers, we empowered local artisans to offer tailored solutions directly to the communities they served. This collaboration helped bridge economic and social barriers while ensuring product affordability. The insight into leveraging cobblers’ influence and integrating local street art for promotion allowed us to connect with the audience on a personal level, turning cobblers into ambassadors who had both business incentives and a sense of purpose.
  • EXECUTION :
    Execution began with the FitMyFeet kit design in collaboration with orthopaedic experts and footwear designers to ensure durability and comfort. We then provided the kits to the cobblers to customise and create bespoke flip-flops. The localised street art campaigns served as powerful communication tools, making the initiative visible across cities and villages. This grassroots-level approach empowered cobblers to play a pivotal role in distribution while reinforcing the brand’s purpose. The campaign launched in Mumbai in February 2024, scaling to over 4,500 cobblers since then.
  • RESULT :
    FitMyFeet achieved significant social and economic outcomes. Over 228,000 pairs of flip-flops were sold, improving mobility for individuals with clubfoot and offering a dignified alternative to traditional, bulky footwear. More than 4,500 cobblers participated, providing a new revenue stream for them.
    The campaign generated widespread attention and discussion, reaching a vast audience across India. Its success lies not only in the scale of sales but in the tangible impact that the brand created on the lives of users, demonstrating how innovative and socially driven business models can drive change.