Kartik Aaryan brings consumers ‘relaxed workwear’ shoes from Bata

Watch the campaign conceptualised by Contract India here

Mar 22, 2021 04:55:00 AM | Video | Campaign India Team

Bata India’s new campaign, featuring recently appointed brand ambassador Kartik Aaryan, focuses on its latest ‘relaxed workwear’ launch. Taking off from consumers’ one-year-long work from home stint, the new product range aims to help them make their transition back to the office smoother. Contract India has conceptualised the campaign around this.

The film shows Aaryan listening to his roommate cribbing about having to wear formal shoes all over again. He expresses his worry about working all day long from office in uncomfortable shoes. Aaryan then proceeds to take out a comfortable pair of shoes from Bata’s new range and asks his friend to try them. The friend tries on the pair and likes the comfort.

Anand Narang, vice president – marketing and customer services, Bata India said, “With offices resuming, people are staring at yet another lifestyle-altering change in a span of just one year. Everyone has gotten used to operating from the comfort of their homes, and understandably, they may find it difficult to readjust to life at the office. We wanted to contribute to making the transition easier for people, which led us to conceptualise and develop probably the footwear industry’s first ‘Relaxed Workwear’ range for both women and men. Through this campaign, we want consumers to come and experience our new styles across Bata Red Label, Bata Comfit, Hush Puppies and Naturalizer in our stores and from online site. This unique footwear range looks formal and stylish yet offers the comfort of casual footwear and is available in season’s latest colours and designs.”

Sagar Mahabaleshwarkar, chief creative officer, Contract India, said, “It was an interesting task where the official workwear brand wanted to redefine what workwear meant in post-pandemic times. Currently, there is a genuine need for relaxed footwear that one can easily wear to work as well. Only a leader brand like Bata could have taken this stance. Kartik Aaryan, the new brand ambassador is an apt choice who delivers this message in his own tongue-in-cheek manner.”



Agency: Contract Advertising

Creative: Sagar Mahabaleshwarkar, Tarvinderjit Singh, Madhumita Deb, Rupesh Sahay

Account planning: Rohit Srivastava, Parul Budhiraja

Account management: V. Bhaskar Preenja, Sonia Upadhyaya, Sourodeep Ghosh

Production house: Bay 99 Films

Director: Ishan Nair