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, 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.”
