Footwear major Bata has launched a campaign for its Spring Summer 2014 collection. The integrated campaign conceptualised by DDB Mudra comprises of a TV commercial, besides radio, cinema, print, OOH, events and promotions, and digital legs.
The ad film captures people in everyday moments from the waist down, focusing on their footwear. From kids playing with elders to wearing their footwear, to a birthday celebration, to students in a college classroom and youngsters skateboarding, the instances chosen allow for the camera to capture the style quotient of the footwear. A couple playing footsie at an eatery, students celebrating before a notice board, a group of friends riding on the back of a pick up, a young lady on a swing in a wooded area, a couple of men watching a cricket match in office (stopping when their boss walks in), a lady riding an escalator in a mall, a set of joggers, and a group on a wildlife adventure on a wooden bridge complete the film. The film ends with the voice over saying, ‘Where life meets style’ - as a young couple’s feet signal the girl raising herself on her toes to kiss the boy.
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, chairman and CCO, DDB Mudra Group, added, “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."
Creative agency: DDB Mudra Group
Chief creative officer: Sonal Dabral
President: Vandana Das
Caretive head North: Sambit Mohanty
Associate creative director: Godwin Martin
Associate creative director: Sunny Kundukulam
Vice president: Radhika Das
Manager: Nikita Das
Executive: Aakash Khurana
National strategic planning head: Aditya Kanthy
Vice president: Arun Sharma
Director: Parul Budhiraja
Production House: Seven Films Production
Executive Producer: Ruchi Mehta
Director: Lloyd Baptista