Bata India's latest campaign aimed at young, working women.
Bata has come a long way since its inception. From being the ‘most comfortable’ footwear brand, it's now giving people the best of both worlds in terms of style and comfort. In line with the same philosophy, Bata has now launched its recent campaign for the new 9 to 9 collection which has a complete package, offering both style and comfort.
“Bata’s new ‘9 to 9’ campaign is aimed at India’s young, working women who don't want to compromise on looking chic and stylish yet are practical enough to look at the comfort factor when they buy shoes. In our consumer research, we heard how non-stop comfort from morning to evening was important for them. Our new 9 to 9 collection consisting of Bata Comfit, Naturalizer, Hush Puppies and Bata contemporary styles offers non-stop comfort from 9 am to 9 pm. For all those early morning meetings to post-work dinner dates with friends, Bata’s new collection makes sure no woman has to compromise on style or comfort now,” said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign.
Vineet Mahajan, Head of Art, Contract India, added, “When we started working on Bata, we created the platform of ‘Surprisingly Bata’. The idea was to communicate Bata’s range of stylish merchandise that people were unaware of. This time, Bata wanted to launch a range of comfortable shoes. Now ‘comfort’ is a quality that is already associated with Bata. So, the challenge was to communicate comfort as a benefit within the ‘Surprisingly Bata’ platform. Kriti Sanon, the face of Bata’s women range wanted to solve her friend’s problem and surprised her with the new 9 to 9 collection.The idea of the film was to let people discover the delight of wearing something that’s comfortable and surprisingly stylish too.”
The campaign idea was to take the surprise thought further in this year's TVC where Kriti shows that style and comfort can surprisingly co-exist in the new range of Bata 9 to 9 collection. The campaign touchpoints include digital, website, social, influencers, retail, print, outdoor and Bata’s CRM channels.