New Delhi, 28 May 2026: Celebrated and actor/comedian shared yet another hilarious reel, but this time as a Qawwali singer, singing paise for a leading homegrown sports and lifestyle shoe brand highlighting its comfort, durability and fondness of users to never take them out. Set against the vibrant backdrop of a “Qawwali Night,” the film sees Grover croon in praise of the brand’s shoes, celebrating their comfort, durability and the fondness wearers have for them so much so that they never want to take them off.
Built around a witty, culturally textured narrative, the digital film casts Grover as the lead shayar and brings the brand’s comfort-first proposition to life engagingly and memorably. The storytelling is designed to feel distinctive and eminently shareable, while retaining a premium, contemporary edge.
Grover’s natural charisma and relatable screen presence complement the brand’s evolving personality. The film has been crafted to resonate with Gen Z and young consumers through content that feels relevant, expressive and rooted in popular culture.
In one light-hearted moment, the narrative playfully suggests that only patrons wearing the brand’s shoes be allowed to enter the auditorium as they would never throw their shoes on stage, no matter how dismal the performance. The gag reinforces the brand’s comfort proposition with a subtle, knowing sense of humour.
Several fans rushed to the comment section praising Sunil Grover and the brand in his latest avatar in the reel. One of the fans commented “Given the comfort levels of the shoes, one can easily sleep wearing them, as they fit like gloves on anyone feet”
Another fan shared, “I would take the torture of a dismal performance but not part with my pair of shoes as the quirky design and colour scheme are in complete sync with my personality”
Asian Footwears, the two-decade-old Delhi based brand is one of the country’s leading footwear brands offers a range of competitively priced sports, leisure and lifestyle shoes targeted towards the country’s youth. Legendary cricketer MS Dhoni has been associated with the company as a brand ambassador for years. It continues to strengthen its presence among younger audiences through celebrity-led initiatives and high-visibility collaborations.
Watch the film: https://www.youtube.com/watch?v=D4sB9WOpv3M
