India, 12 October, 2026: Eeken by Paragon has rolled out its latest Autumn-Winter (AW) campaign, ‘Our Kinda 9–5,’ celebrating the way today’s youth balance their everyday hustle with evening plans, friendships, and experiences after work.
There are two kinds of 9–5 in every young person’s life today. The first one starts at 9 AM. It’s meetings, deadlines, presentations, internships, and the everyday hustle. The second one begins at 9 PM. That’s when the group chat comes alive, someone says “Who’s in?”, plans get made in five minutes, and suddenly it’s bowling, a house party, a terrace scene, a movie night or a drive that stretches till sunrise. One pays the bills, while the other fills the camera roll.
It is this insight that sits at the heart of the ‘Our Kinda 9-5’ campaign. It flips one of the most familiar phrases on its head. Instead of telling a story about the season, Eeken tells a story about the generation living through it. A generation that’s chasing ambitions all day, but refusing to miss out on the moments that make life exciting once the clock strikes five.
Link to Film: Our Kinda 9-5 | Because Every Plan Needs Eeken
Speaking about the campaign, Sachin Joseph, Executive Vice President, Marketing and IT, Paragon Footwear, said, “Youth today are constantly moving between work, friendships, and spontaneous plans, and their footwear needs to keep pace with every part of their day. ‘Our Kinda 9–5’ celebrates the part of the day they truly look forward to – the plans, people, and memories that make the daily hustle worthwhile. With Eeken, we’re offering not just footwear for every plan, but a brand that understands how this generation chooses to live.”
The campaign celebrates the 9 PM to 5 AM version of life through a series of different “parties” – each one capturing a different vibe, a different friend circle. There’s no single definition of fun, and that’s exactly what makes the campaign relatable. It’s less about where you’re going and more about saying yes to the plan, however unplanned it is. Eeken’s footwear becomes a part of every memory, effortlessly moving from the daily grind to the night’s best stories.
Sharing the thought behind the campaign, Sameer, Managing Director and Founder, Makani Creatives, said, “We wanted the campaign to feel like real life: spontaneous plans, different friend groups, and those ‘let’s go out tonight’ moments that often turn into the best stories. Every scene in the campaign reflects the kind of moments young people naturally find themselves in, making it feel authentic rather than staged. At the heart of it, Eeken is the pair you put on without overthinking it, because you know it can keep up with wherever the plan takes you.”
Eeken understands that today’s youth need footwear that keeps up with them throughout the day. Whether it’s sneakers for back-to-back plans or open footwear for everyday comfort, the brand is designed to move effortlessly from the morning hustle to after-hours adventures without compromising on style or comfort. Because for this generation, looking good and feeling comfortable aren’t two different choices anymore; they’re expected together.
The campaign isn’t asking young consumers to choose between ambition and fun. It’s celebrating a generation that’s making room for both. It highlights a lifestyle where the day is about chasing goals, and the night is about making plans, meeting friends, and creating memories.
The campaign will be rolled out across video, static, and reel formats on YouTube and the brand’s digital platforms.
About Paragon
Paragon was founded in 1975, and since then, it has emerged as a marquee brand in the footwear industry for its steadfast dedication to excellence, durability, and fashion. The brand offers a wide range of footwear products, including shoes, sandals, flip-flops, and slippers. Its product line caters to various age groups and demographics, from children to adults, making it a complete family brand. Paragon’s products are accessible through a vast network of multi-brand stores, both online and offline, making quality footwear available to all. Paragon’s distribution network spans 12 strategically located depots across India, facilitating efficient supply chain management.
