Mumbai: Mochi, a fashion footwear and accessories brand from the house of Metro Brands Limited, is dominating the Gen Z discourse with its latest campaign, ‘MochICONS’.

Designed by Makani Creatives, the campaign was created to engage with Gen Z in the digital world through distinctive avatars, emojis, and alter egos.

MochICONS are avatars that have been designed to engage and strike conversation on social media platforms. Every avatar is personalised and styled based on Mochi’s footwear categories and latest collections. The latest avatar was introduced by Mochi for its Spring Summer ‘23 Campaign.

Deepika Deepti, Sr Vice President – Marketing, Metro Brands Limited said, “At Mochi, we are driven by a philosophy of creating innovative and impactful campaigns that deeply resonate with our consumer muse. We are dedicated to cultivating meaningful relationships by delivering compelling content that inspires consumers to engage with our brand. MochiICONS is a testament to this philosophy, blending cutting-edge ideas with an authentic approach to digital engagement. Our ultimate aim with this campaign is to connect with Gen Z on a deeper level and leave a lasting impression that inspires them to engage with our brand.”

“Shoes aren’t just about an occasion or a need anymore,” said Pavan Punjabi, CIO at Makani Creatives. “It’s more about putting together a look; after all, this is the age of the ‘gramme. We understood that for a generation that is so focused on expressing themselves as distinct individuals, we needed to create a unique brand campaign – which is where our MochICONS came in.”