Sparx has rolled out its Summer Swag campaign featuring internet personalities Raghu and Rajiv to promote its shoe-style sandals range.

Built around the recurring question, 'Yeh shoe hai ya sandal?', the digital campaign uses the duo’s familiar on-screen chemistry and argumentative style to drive conversations around the product category. The films depict a series of exaggerated exchanges where the discussion appears to end repeatedly but continues through comic back-and-forth moments.

The campaign focuses on Sparx’s shoe-style sandals, a category designed to combine the appearance of shoes with the breathability and comfort associated with sandals. Through the campaign narrative, the brand positions the footwear as an option for everyday summer wear.

The campaign arrives at a time when footwear brands are increasingly experimenting with hybrid styles that combine utility and casual fashion elements, particularly for younger consumers.

Speaking on the campaign, Gaurav Kumaar Dua, co-chief executive officer & Whole Time director, Relaxo Footwears, said: “As leaders in the sandals category, our focus has consistently been on strengthening that position through continuous product innovation. With evolving consumer expectations, there is a clear shift towards versatile, multi-purpose footwear, and the Shoe-Style Sandal is a direct response to this need.”

He added: “With Summer Swag, we wanted to create a campaign that reflects how today’s youth engage with fashion and content- through humour, relatability, and conversations that feel natural and spontaneous. Shoe-Style Sandals perfectly capture the balance of style and comfort that defines summer dressing today, and Raghu and Rajiv’s fun banter bring that narrative alive in a way that feels authentic, engaging, and memorable.”