MxMIndia

Tag: Bata India

  • Campaign features the new 9 to 9 Collection

    Bata collaborates with EaseMyTrip.com

    As part of the summer holiday season, fuelled by a surge in demand for travel, Bata India has unveiled its latest 9 to 9 collection And  a ‘Try and Fly’ offer in association with Ease My Trip.com.

    The ‘9 to 9’ collection features a range of fashionable, all-occasion footwear to keep you in style from 9 AM to 9 PM as you travel this holiday season. Inspired by global trends, the range features semi-casual shoes for a smooth transition from laid-back explorations to fancy dinners, picture-perfect heels, casual sandals for a beach vacation and latest style sneakers to complement the excitement of your adventures. Featuring Europe-inspired styles, the collection seamlessly blends fashion and comfort for an effortless and stylish travel experience.

    Speaking on the campaign, Badri Beriwal, Chief Strategy & Business Development Officer, Bata India, said: “At Bata India, we believe in bringing the best of styles to our consumers, this holiday season, we have packed our latest collection with a unique offering of ‘Try and Fly.’ We are confident that our customers are going to be delighted by the launch of the latest Europe inspired styles at our stores and on Bata.com. With this proposition, we want to give everyone a chance to fly to their dream destination.”

    Speaking on the collaboration, EaseMyTrip Spokesperson, Nishant Pitti, CEO and Co-founder EaseMyTrip added: “We are excited to partner with Bata India for the ‘Try and Fly’ campaign. This partnership brings together the joy of trying on stylish footwear and the thrill of winning international trips. Travel is about experiences, and this campaign brings the joy of exploration right to the store.  We are thrilled to be a part of this remarkable initiative and look forward to seeing the excitement it brings to travellers nationwide.”

  • The Indian market, despite its size and potential, doesn’t get sizes of apparel/footwear as one does elsewhere, writes Avik Chattopadhyay

    Size 35 please…

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayAirport lounges can be some of the best places for stimulating discussions and rude revelations. Given that one needs to reach two hours before a flight takes off and you end up having one hour spare, ghost-shopping [for lack of windows] helps you stay updated with what people are ‘into’.

     

    I was looking at belts. Why, my colleague asked? Because all the trousers I have are of waist size 36 while I actually need 35. And I don’t get it in the brand I choose to wear. “The others don’t have them too,” he quipped. “Brands do not offer odd sizes in apparel and ½ sizes in footwear to Indian customers.” “Really?!” “Yes.” “No, that can’t be! Look at the market size…” “So what? We are still third world.” That was the rude revelation moment!

     

    Then started my little research. What sizes of clothing and footwear are offered to us Indians? Was my brand an aberration? Let’s check the global ones. Levi’s would be a good starting point.

     

    Levi’s India online store and Levi’s US online store

     

    As I was pre-warned, Levi’s in India offers no odd sizes while they do so in the US. There are different ‘fits’ available, but no odd sizes. Why would they do such a thing? Indian waist sizes are as varied as the Americans. Market size? Well, the upper middle-class that can afford one jeans per year is around 20 million odd, which is close to 8% of the US population. So, what would make Levi’s take this decision, given that they have had Indian bosses for a long time?

     

    1. Sheer convenience of lesser SKUs? Doesn’t make sense as I can charge you a bit more for the exact size you want. And there are so many ‘fits’ on offer.

     

    2. Sheer apathy for the Indian customer as we generally accept whatever is handed out to us? This could be the reason as I have personally experienced the same when marketing automobiles. “The Indian customer does not know what he/ she wants, so let’s give what we have. Why re-engineer or tailor-make?”

     

    3. Sheer lack of activism by the brand-struck customer? And, therefore, being more forgiving towards the ‘phoren’ brands?

     

    4. The ‘Unnees-Bees’ Syndrome as I call it, of the customer accepting particular drawbacks while other requirements are met. So, I can live with the erring waist size on offer as long as they give me the choice of five fits to choose from.

     

    The Indian ones should be more sensitive then. Let’s check out what our homegrown brands offer us.

     

    Allen Solly online store and M&S India store

     

    Louis Philippe, Allen Solly, Indian Terrain… all the same. Only even sizes. While offering choice in fits – classic, regular, slim, super slim, skinny, jogger, carrot and what not. The same applies to shirts only in even sizes, with ‘39’ being the only odd size on offer with the choice of fits. No customisation in the form of collar size and sleeve size. Let the ‘natives’ learn to adjust!

     

    Talking of natives, M&S metes out the same treatment to their customers back home in Blighty. “Sorry, we destroyed your textile industry to set up Manchester, so as a mark of solidarity, we shall wear your sizes.”

     

    Does the same apply to footwear? Will my colleague be once again proven right?

     

    Let’s start with our homegrown favourite Bata.

     

    Bata India online store and Bata France online store

     

    Now the thing with footwear is not about odd or even sizes, but the ½ sizes. An 8.5 or a 9.5 rather than compromising with a 9 or a 10 and swimming in the shoe for life. Bata India offers no ½ sizes while Bata France does. The same questions crop up in my mind. SKUs? Market size? Marketer apathy? Consumer adjustment?

     

    How do the global brands treat us? No different. Adidas and Skechers play the same game as Indian brands like Bata and Liberty. What a letdown. When I was close to losing all faith in humankind, the Nike India online store came up as the redeemer, offering not just the same product lines but also the same sizes as they do in the US and Europe. So, there is hope!

     

    Skechers India online store and Nike India online store

     

    What I am trying to put across to you is the rude fact that the Indian market, in spite of its size and potential, is still not treated at par with a China or Russia when it comes to most global brands. And it is not just to do with the sizes of apparel or footwear, it is also about the availability of their latest portfolio in the soon-to-be world’s third-largest economy. It is about the larger ‘mindset’ of the brand and the marketer in approaching and addressing the market. It is about the true respect that a brand has for the customer coming alive in its on-ground deployment of product and promise. Any amount of advertising, social media posts and press statements will not add up to the actual demonstration of respect.

     

    One may say that these are minor issues in the larger landscape of a country and market on the move, but thousands of these issues make up the attitude of an industry addressing the Indian consumer. In the apparel and footwear world, everyone seems to follow the same path while Nike is the exception. Imagine the potential word of mouth when someone is delighted to find his/ her perfect ½ size with one brand while being disappointed with the others. That keeps the cash counters humming. Respect the consumer and you will get it back in multiples. Otherwise you will remain a mere transaction and temporary fad. And, the 20-million strong market today will one day surely double in the next five to seven years.

     

    The fault does not lie only with the brand marketers and portfolio managers. We, the consumers are equally to blame for adjusting to compromises and not becoming vocal and visible activists for being given what we deserve. A social anthropologist will argue that this is exactly how we have been for eons, whether it be the pantaloon or the politician. So hang on, do I continue my search for a better belt?

     

  • Features Sneaker Studio offering 300 styles across 9 Intl Brands

    Bata India launches 3D OOH Billboard

    By Our Staff

     

    Bata India launches 3D OOH Billboard, becoming the first footwear brand in India to disrupt the advertising space with the format. Bata has used this innovative technology to highlight the variety of sneakers it offers with the Sneaker Studios launched across 300+ stores across the country.

     

    Anand Narang, VP, Marketing & Customer Experience, Bata India Limited, said: “At Bata India, we are constantly looking for innovative ways to engage with our audience. We are elated to be one of the first few brands and especially, the first footwear brand in India to bring the disruptive format of 3D OOH advertising. As we offer over 300 sneakers styles from 9 international brands in our new Sneaker Studios, a shop-in-shop destination inside Bata stores, we thought of leveraging the new 3D emerging outdoor media to announce this launch. Consumers can experience Sneaker Studio in their neighbourhood Bata stores and get to shop their favourite styles instantly or even order them via home delivery service.”

     

  • The campaign not only encourages the citizens to take the right step but is also rewarding them for taking their responsibility seriously

    Bata India to reward voters with #JaaUngliDikha initiative

    By A Correspondent

     

    Bata India is urging India to step out and vote with its latest campaign #JaaUngliDikha. The brand has taken on the initiative of gratifying every citizen who votes with a special offer at the Bata store, simply by showing the inked finger.

     

    Commenting on this initiative, Sandeep Kataria, CEO, Bata India said: “General elections have been the most debated topic lately and we urge people to step up and be responsible citizens by taking the right step and casting their vote. We have added a small thank you gesture for the voters at the store to show them that they are valuable to the country and to Bata. This season, Bata urges you to vote and support India’s continued economic makeover and also incentivizes your style makeover with the #JaaUngliDikha initiative”.

     

     

  • The collection consists of Bata Comfit, Naturalizer, Hush Puppies and Bata contemporary styles

    Bata promotes its 9 to 9 collection in latest film

    By A Correspondent

     

    The ads are all over television, so in a sense this is old news. That Bata has launched an ad campaign for its new 9 to 9 collection, which claims both style and comfort.

     

    Said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign:” “Bata’s new ‘9 to 9’ campaign is aimed at India’ss 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.”

     

    Added Vineet Mahajan, Head of Art, Contract India: “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 new TVC flaunts new designs from Bata’s Red Label Collection

    Bata launces new TVC featuring Kriti Sanon

    By A Correspondent

     

    Bata India has launched a new campaign titled ‘Come & Be Surprised’ featuring Kriti Sanon, its brand ambassador.

     

    The ‘Come & Be Surprised’ TVC, conceptualised by Contract Advertising, reflects Bata’s conscious strategy of presenting a new fashion-forward face for the trend conscious and young.

     

    “The Red Label-Kriti Sanon 360 campaign is aimed at inviting younger consumers into the refreshed Bata stores to shop from our latest fashion-forward collections. Kriti being a strong youth role model will drive home the message that our new collections are chic and stylish. With this campaign, we invite all women and men to come & be surprised at their favorite Bata store,” said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign.

     

    Added Ashish Chakravarty – Chief Creative Officer, Contract Advertising: “We took a conscious decision not to use Kriti as a brand endorser but as a young consumer who is surprised to see Bata in an all new fashionable avatar. It was a bold step for an iconic brand like Bata to acknowledge current consumer perceptions and then come up with a campaign that convincingly changes the same in a bold and authentic manner,” said, Mr.

     

     

  • She’ll be seen promoting Bata’s popular brands including the newly launched Bata Red Label fashion collection

    Bata signs Kriti Sanon as brand ambassador

    By A Correspondent

     

    Bata India has signed Bollywood actor Kriti Sanon as its new face. Said Thomas Archer Bata, Chief Marketing Officer, Bata Shoe Organisation: “Kriti’s creative talent, drive and her fresh approach to style are the perfect match for Bata.We are very excited to have Kriti as the face of brand Bata in India. Kriti is the perfect choice as she reflects Bata’s personality of being vibrant and authentic. She is easy-going with a high style quotient, a quality which we greatly value at Bata. Something that makes her the perfect role model for young Indians.”

     

     

  • Starting this month, Smriti Mandhana will be seen promoting Power’s latest range – XO Rise

    Smriti Mandhana appointed brand ambassador for Bata’s Power

    By A Correspondent

     

    Bata has announced its association with Smriti Mandhana, the opening batsman of Indian women’s cricket team. Currently on the tour of South Africa as the Vice-Captain of the ODI squad, Mandhana will be the new face of Power – the sportswear brand from Bata.

     

    Said Sandeep Kataria, Country Manager, Bata India – “Smriti is undeniably one of the most talented sports personalities and a strong role model for all youngsters. We are honored to have Smriti who has brought such glory to our country, as the face of brand POWER. Together, we hope to inspire and motivate young Indians, to start an active and healthy lifestyle. Our goal is to provide excellent value to our customers and succeed as the India’s leading athletic and sport-lifestyle footwear brand.”

     

     

  • The campaign features a 360-degree multimedia integration of TV commercial, radio, cinema, print, innovative outdoor, events, promotions and digital platforms

    Bata goes ‘waist down’ with its new TVC

    By a correspondent

     

    Leading footwear retailer and manufacturer Bata announced the launch of its new Spring Summer’14 marketing campaign for its entire range of footwear, accessories, bags and glasses. The campaign features a 360-degree multimedia integration of TV commercial, radio, cinema, print, innovative outdoor, events, promotions and digital platforms.

     

    The TV commercial has been innovatively shot to capture slice-of-life situations in the lives of people through a literal focus on the footwear. The film uses a unique technique of following those real life moments by showing the action only from knee down. The situations captured include from the nervous to the dramatic to the adventurous, including a group of students eagerly looking at their exam results, colleagues watching a cricket match in office and a group of young girls enjoying their ‘day out.’ The film also showcases all the leading brands in their latest styles from Bata in an aspirational way. Shot in a contemporary manner and stitched together using fast-paced music, the film reiterates the brand’s presence in the lives of individuals, cutting across the barriers of age, a necessity considering the eclectic portfolio of Bata.

     

    The campaign is yet another remarkable milestone in Bata’s journey of symbolizing that shoes can be lifestyle led, young, vibrant and yet comfortable. The campaign’s “waist down” TVC treatment captures how the shoe line’s range covers the gamut of shoes from business indoors to comfortable outdoors.

     

    Sumit Kumar, Vice President and Head of Marketing and Customer Service, Bata India said, “Drawing on our vast experience and understanding of the Indian consumer, we have designed our latest 360-degree marketing campaign to appeal to the sensibilities of the Indian consumer across age groups and demographic profiles. We have a fantastic range of stylish, on-trend and contemporary products that will appeal not only to our loyal customers but also to a wider audience. We intend to communicate the brand as aspirational and yet comfortable. We are continuing our external marketing journey with fabulous in-store environment featuring our new global concept stores to make shopping a pleasurable experience for our customers.”

     

    Sonal Dabral
    Sonal Dabral

    Sonal Dabral, Chairman & CCO, DDB Mudra Group said, “A whole generation of Indians have grown up with Bata and it’s an inseparable part of everyone’s growing up memories. The strategy and the idea behind the new campaign is to build on this equity and to also help the brand make a fresh connect with the youth. I am really excited for the TVC we have worked on. A story told by the stylish Bata shoes themselves which I’m sure will do its bit in helping make this iconic brand a vibrant and colourful brand of today transforming it from just a shoe to a destination where life meets style.”

     

  • Footwear retailer Bata has appointed DDB Mudra Delhi as its dedicated integrated marketing and communications agency. DDB Mudra will be responsible for strengthening the Bata brand and highlighting its contemporary and youthful product range

    Bata India picks DDB Mudra Delhi for integrated marketing and communications

    By A Correspondent

     

    Footwear retailer Bata has appointed DDB Mudra Delhi as its dedicated integrated marketing and communications agency to shoulder marketing communication responsibilities starting December 2012. DDB Mudra will be responsible for strengthening the Bata brand and highlighting its contemporary and youthful product range.

     

    Bata India continues to maintain an aggressive momentum on retail expansion, having added 168 new stores so far this year and is resolute in its plans to launch new and exciting styles for the entire family. The recent growth in business is testimony to Bata’s commitment towards providing consumers the best quality footwear.

     

    Speaking on engaging DDB Mudra Delhi,  Rajeev Gopalakrishnan, Group Managing Director, Bata India Limited said, “DDB Mudra’s robust experience in Media, OOH, Retail and Experiential lifestyle retail has positioned them as our preferred choice. Their understanding of our brand integrated seamlessly with our foreseeable plans. Given the complexities of the retail marketplace and our diverse portfolio of products, it was crucial to select a creative and passionate team to partner Bata in our growth endeavour.”

     

    Said Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, “I am elated about this new win for DDB Mudra Delhi. Bata is one of the oldest and most respected brands in India and represents a very special addition to our list of clients. I am confident that our team in Delhi, consisting of Vandana Das, Talha Mohsin, Mahesh Parab, Xavi Bech and Radhika Das will do an excellent job partnering and building brand Bata.”

     

    Expressing both excitement and commitment, Vandana Das, President DDB Mudra Group said, “Bata is one brand we all have grown up with. Needless to say that it’s a prestigious business and it delights us even more to win it particularly at a time when the brand is going through an evolution. There are a host of new offerings planned for the year ahead and we are all geared up and excited.”