Bata India has rolled out a film part of its ongoing ‘it’s got to be Bata’ campaign featuring. The film features brand ambassador actor Disha Patani and highlights its 24x7 casual collection.
Conceptualised by Contract Advertising, the film features Patani stepping into different roles during the day. Be it an action scene in a movie shoot to a talk show, a house party to a casual stroll outside with her pet. The film highlights the proposition that whatever the occasion might be Patani can easily slip into a wide range of footwear by Bata.
Gunjan Shah, MD and CEO, Bata India, said, “Casualisation has become a big trend over the last couple of years. Consumers now seek styles that are versatile enough to take them through multiple occasions in a day. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes. The 24x7 casual collection is curated keeping in mind the various roles that women play throughout the day for which they need versatile casual shoes to effortlessly move from one occasion to another. It features Bata, Bata Red Label, Bata Comfit and Naturaliser brands, with artisanal styled heels, wedges and trendy sneakers with hues of colours that can be matched with any occasion, anytime, anywhere. The new campaign features our new brand ambassador Disha Patani, and we hope to attract younger audiences who seek outdoors-inspired benefits, while still wanting a fashion-driven aesthetic that works well for the city life."
Sagar Mahabaleshwarkar, chief creative officer, Contract India, said, “Over the last few years, we have seen Bata transition to a fashion-forward brand with product lines that are in sync with the latest of trends – be it casuals or sneakers or formals. With this campaign, we had an interesting opportunity of taking the brand journey forward. From the journey that started with the 'Surprisingly Bata' campaign in 2018, it was time to take a more confident and bolder stance. Association with Disha has helped bring about this transition as she personifies the attributes that we want Bata to represent today - stylish, glam, young, more confident and bold. The campaign is beautifully supported by lyrics crafted by Amitabh Bhattacharya, one of India’s ace lyricists.”