Bata looks to move on from 'school shoes' perception with Kriti Sanon

Watch the ad film conceptualised by Contract Advertising here

May 28, 2018 04:32:00 AM | Video | Campaign India Team

Bata India has rolled out its campaign featuring recently appointed brand ambassador, Kriti Sanon.
The film conceptualised by Contract Advertising looks to change perceptions of it being the 'school shoes' brand. Sanon is pleasantly surprised by the offerings Bata's 'Red Label' brand offers her.
Anand Narang, VP – marketing, Bata India, said, “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 and be surprised at their favorite Bata store.”  
Ashish Chakravarty, CCO, Contract Advertising India, said, “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." 
Client: Bata
Creative agency: Contract 
Creative: Ashish Chakravarty, Mayur Hola, Vineet Mahajan, Madhumita Deb, Rupesh Sahay, Neha Sidhra, Sugato Roy
Planning: Jayanth Govindraj, Parul Budhiraja
Account Management: Subho Sengupta, Geetika Thakur, Dipti Sinha