Ravi and Pavan stood at the cusp of making a decision that changed not only their lives but the lives of many children in India. Their question, seemingly simple, echoed with purpose: “Can India produce export-quality footwear for Indian feet?” This was no small task. They were both successful in their corporate careers and enjoyed a secure and celebrated life. Yet, the impulse to seek a greater challenge pushed them to leave behind their familiar, comfortable world. They didn’t set out just to make shoes but to revolutionize the industry with a simple product.
Manufactured locally in India, these shoes were more than just footwear. Made of the finest materials, with the best minds contributing to their creation, Plaeto shoes were durable and associated with progress. But what truly set Plaeto apart from its competitors wasn’t just its sturdiness, it was the passion behind the brand. Every shoe carried a promise – a slight incline for comfort, specifically designed for Indian feet, allowing children to play freely.
At its core, Plaeto’s strength lay in its thoughtful design and the heart behind the concept. Ravi and Pavan were determined to ensure these shoes remained affordable for every child, pricing them around ₹2,000 without compromising quality. But Plaeto’s journey didn’t end there. These shoes were designed to last longer and reduce their environmental impact by 50%. Ravi and his team saw this as an opportunity not only to create shoes but also to make history – a movement aimed at challenging industry giants with the conviction that passion and intent could create a tangible, positive impact for Indian kids and the world they’d grow up in.
In 2022, Plaeto was born with a simple yet bold vision: “How can Indian kids play better and be more comfortable?” Their shoes, designed with this vision in mind, attracted attention because, unlike brands like Nike and Puma, Plaeto’s selling point was comfort at an affordable price.
But here’s the twist -Plaeto wasn’t just about selling shoes. It aimed to change perceptions about kids’ footwear. Competing with global giants like Nike, Puma, and Campus, where do you start?
Plaeto’s Path to Purpose: Crafting a Future for Indian Feet :
| Phase | Focus | Key Strategy |
| Initial Launch | Business Stabilization | Performance marketing |
| Brand Awareness | Growing Visibility | Brand Ambassador Rahul Dravid and IPL Campaign |
| Expansion | Digital & Influencer Push | Hyperlocal digital campaigns |
How Plaeto and The Media Ant Empowered Every Indian Child’s Journey
Performance marketing was the first answer to that question. Plaeto collaborated with The Media Ant (TMA) for a 6-month campaign to stabilize the business and generate leads and demand.
The campaign ran across mobile and Connected TV (CTV), creating unique insights into consumer interactions. Mobile users typically consume short bursts of content, while CTV audiences tend to engage with longer videos in a comfortable environment. This led to the optimization of ad formats, no more long ads on mobile and no more short ads on CTV. The result was an impressive audience reach of 90% across 14 cities, 24.1 million view-throughs, and highly favorable cost performance. This strategic flexibility was key to the campaign’s success.
To dive deeper into how Plaeto turned this vision into reality, explore Plaeto’s Performance Marketing Case Study. It details the bold strategy that led to measurable success.
Dravid’s New Chapter: Inspiring Young Hearts
Despite the success of its performance marketing strategies, Plaeto knew it had to level up. What better way than during India’s biggest sports event, the IPL? In 2023, Rahul Dravid became the brand ambassador. Dravid wasn’t just a face for the brand—he embodied Plaeto’s values: calm, resilience, and consistency. His partnership wasn’t about selling shoes; it was about reinforcing a brand ethos.
As Ravi Kallayil, CEO of Plaeto, stated, “When a sporting legend like Dravid believes in your mission, it’s a great confidence booster. His passion for supporting children and cultivating a culture of play has helped us immensely.”
Stepping into Every Home: Plaeto’s E-commerce Journey
By 2024, Plaeto had perfected its marketing mechanisms. Unlike competitors who advertised on billboards around schools, Plaeto focused on digital media, particularly Amazon, its website, and direct sales to schools. This wasn’t just a cost-cutting measure; it was about targeting small audience segments strategically.
Here’s why digital became their secret weapon:
Hyperlocal targeting allowed them to reach parents and schools directly, without wasting resources on broad, expensive outdoor campaigns.
Dominating a single media platform made Plaeto more recognizable, especially compared to spreading its message thin across multiple channels.
How Plaeto Turned a Dream into a Movement for India’s Children
Plaeto didn’t chase vanity metrics. Instead, it focused on what mattered: organic site traffic and B2B sales. This strategy paid off as schools began taking notice, and direct sales became their bread and butter.
The takeaway from Plaeto’s story is this: You don’t need to shout the loudest to be heard. Sometimes, smart, focused campaigns aimed at a core audience can carve out space—even when giants are looming. Plaeto’s success wasn’t about strength, but strategy.
Empowering Change through Corporate Social Responsibility
Today, as the EduSports Partner League (EPL) plays out across vibrant Indian cities, Plaeto stands tall—not just as another sports shoe brand but as a true sustainable player. While it competes freely with industry giants, Plaeto integrates ecological responsibility with its mission of making sports accessible to all. Partnering with Sportz Village, Plaeto is changing school sports from Pune to Hyderabad, using the basic principles of sports to instill a sense of responsibility for sustainable practices in young people.
Plaeto’s participation demonstrates that preserving the environment is just as important as providing young athletes with the best sports equipment. Future plans aim to bring more schools and cities on board, expanding the scope of sustainable initiatives across the country. This effort doesn’t just highlight the brand’s social responsibility in sports but also shows how small businesses with a clear mission can have a significant, sustainable impact on society’s initiatives.
City-by-City Impact Breakdown
| City | Schools Engaged | Students Reached |
| Bangalore | 12 | 500 |
| Chennai | 15 | 650 |
| Delhi NCR | 10 | 400 |
| Pune | 8 | 300 |
| Hyderabad | 9 | 350 |
As previously pointed out, there is nothing under the EPL that is not young talent brought out in each event, but showcasing of how the conscientious practice has been incorporated into the mainstream practices. This is made even more apparent by the brand’s participation, preserving the environment is as important to Nike, as to provide young athletes with the best sports equipment. Most games that children can learn are more closely associated with recycling and conservation in particular; hence each game lesson is not only about sportsmanship but also stewardship.
Plaeto’s story is one of purpose. Focused on its goals, using the smartest strategies, and driven by passion, it transformed from a footwear brand into a social movement. Through digital campaigns, key partnerships, and a clear direction, Plaeto showed it didn’t need to be the biggest fish in the pond. Instead, by offering quality, eco-friendly shoes, it revolutionized the children’s footwear market in India. This is the story of Plaeto—the underdog that teaches us that with passion and guts, you can change the game.
