Bata has rolled out a film featuring Indian women's cricketer Smriti Mandhana.
Conceptualised by Contract Advertising, the film tries to move Indians towards a more healthy and active lifestyle. It shows Mandhana pushing herself in the gym and while doing so she says, "I love sleep. I love chill. Love to eat. But I hate losing more." The film ends with the introduction of the new Power collection.
Anand Narang, VP - marketing, Bata India, said, “The #FindYourPower campaign focuses on encouraging our consumers to adopt a path to fitness and a more active lifestyle with Power and Smriti Mandhana as a brand ambassador exemplifies that perfectly. The thought behind this campaign is even though there are many things that we hate about the effort required in getting fit & active yet we can surmount them and get on the path to fitness with Power. The #FindYourPower’ campaign aims to reach out to those who are ready to make that initial effort towards a healthier life.”
Ashish Chakravarty, CCO, Contract Advertising, said, “It’s always satisfying to emerge out at the head of a hard fought multi-agency pitch for a prestige brand such as Bata. We’re extremely proud to partner a brand which all of us have been associated with since our childhood. And look forward to introduce the next generation to it and make them see it as we once did. Like a mate, a confidant, a fashionista, a constant. This campaign for Power is the first step in that direction.”
Along with this film, the campaign also consists of digital, print, outdoor, cinema and on-ground legs.
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