Sparx taps into youth culture with Tamannaah and Lakshya for new ‘Greatest of Today’ campaign

Mumbai, October 2026 :

For a generation that is constantly creating, exploring, experimenting and expressing itself, waiting for the “perfect moment” is increasingly becoming a thing of the past. Sparx, one of India’s most popular footwear brands, is turning this cultural shift into its newest brand platform, ‘Greatest of Today’ (G.O.T.), a campaign designed to strengthen the brand’s relevance among young, style-conscious consumers featuring Tamannaah and Lakshya as brand ambassadors.  At the heart of the campaign is Sparx’s latest range of sneakers and versatile sports shoes, created to complement the different ways young consumers move through their everyday lives. 

Speaking about the campaign, Mr. Gaurav Kumaar Dua, Co-CEO & Whole-Time Director, Relaxo Footwears, said, “For today’s generation, greatness is not necessarily about a distant achievement or a defining milestone. It is about what you choose to do, experience and express in the moment. With ‘Greatest of Today’, Sparx wanted to build a thought that feels relevant to the culture and mindset of young India today. Our latest collection complements this proposition with sneakers that bring a strong style expression and versatile sports shoes designed for an active, on-the-go lifestyle. 

Speaking about her association with Sparx and the campaign, Indian actress, Tamannaah said, “What stood out to me about ‘Greatest of Today’ is how immediate the idea feels. You don’t have to wait for something big to happen to feel like you are making the most of your life. I also love how the new sneakers bring that sense of self-expression into the collection. They have a contemporary feel that fits naturally into the way young people dress, explore and move today.” Expressing enthusiasm with campaign, Lakshya added, “I relate to the idea of G.O.T. because it is about being present and going after what excites you. You try things, you figure them out along the way, and you keep moving. That energy is reflected in the collection too – whether it is sneakers that let you make a statement or sports shoes that keep up with an active day, there is something that fits into the way young people live today. I’m excited to bring my own take on that attitude to the campaign with Sparx.”