Metro Shoes launches new brand film to promote modern masculinity

Footwear brand Metro Shoes has launched a new brand film to promote modern masculinity and equality in relationships with its ‘Takes you to the new’ campaign, directed by Ria Singh.

“This film reaffirms Metro’s role in the lives of our customers, showing them the way to new, uncharted, but essential territories,” said Metro Brands Limited’s president Alisha Malik in a press release. ‘The Metro Man is secure, progressive, and is an agent of change. He leads by example, unperturbed by social conditioning. And this film highlights his role from small to pivotal moments in their journey. With Take you to the new, our constant endeavour is to showcase the lived experiences and unique perspectives of Modern Indians which connects with our customers on a personal level.”
 
The brand film highlights how the celebration of individual growth is at the centre of the modern relationship. Following a couple through their celebrations and family events, the film shows the small moments where men can showcase how they see their partner as a true equal.
 
“Sebestian and Anuja are not crazy in love, they are calm in love– clear about their place in the world, their boundaries with in-laws and extended family, and immensely secure in this partnership,” said Talented agency’s founding member and creative Pooja Manek. “That’s what mature love does. And that’s how secure men in a relationship behave. The film also reimagines what is considered 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.”
 
Metro Shoes is part of Metro Brands Limited which opened its first Metro brand store in Mumbai in 1955. The company reached a total of 871 stores in 198 cities, spread across 31 Indian states and union territories as of September 2024.
 
“For me this film is a celebration of what love truly means,” said the film’s director Ria Singh. “It is an intimate, tender portrayal of love, soft masculinity and healthy relationship built on equality. Our aim was to show a love that has been built on respect and couple’s collective agency. Pooja’s script gave us a chance to shift the gaze on men in this micro feminist tale and I was lucky to have the most incredible team.”