Celebrating the milestone of 123 years of Bata Shoe Organisation, the brand has launched a TV commercial inspired by the modern woman of the world. The TVC is a glimpse of the transformation in Bata’s image and product line. The campaign titled ‘Me. And comfortable with it’ is conceptualised by Ogilvy & Mather.
Bata’s research and insight have revealed that the modern Indian women are comfortable with her choices, emotions, femininity and with challenging gender roles, in essence ‘comfortable in her own style and shoes’. This is what the brand’s latest TVC is about.
Sharing the brand new manifesto for the company, Alexis Nasard, CEO, Bata Group, said, "One of the most important things in life about you is self-confidence. Self-confidence and self-esteem allow us to live fuller lives and get much bigger opportunities. Because people with confidence and self-esteem, they dare more! And when you dare more, you get more. You get more opportunities personally, socially and professionally. That is where, we at Bata, stand. We try and give our consumers, particularly women, the opportunity to have the little bit that they can control, to feel good about themselves. This is our little contribution to society, a little contribution towards women feeling great about themselves and being comfortable in their skins. I'm proud and delighted to share the Bata Brand Manifesto - Me. And comfortable with it"
Talking about the campaign, Ajay Gahlaut, ECD, Ogilvy & Mather, Delhi, said, “When we saw Bata’s fantastic women’s range, we were stunned! Because what we saw had no resemblance to the imagery of Bata we had in our minds. It’s then we realised, that what we had to do was replace the old Bata imagery in our minds and the minds of our consumers with one that reflected the Bata of today! And to do that we also thought of using the women of today - the ones who were comfortable in their own shoes.”
Rajeev Gopalakrishnan, President, Bata Emerging Markets, South Asia, said, “Celebrating 123 years of iconic status, we are thrilled to share the new outlook of brand Bata, which is a reflection of the modern Indian woman. The latest Indian TVC campaign of Bata - ‘Me. And comfortable with it.’ highlights the brand’s admiration for women in a very special way. Being one of the most recognised brands in India, we feel that it is important for us to have a point of view.”
Bata has held a unique place in the hearts of Indians for more than 85 years and offers footwear and accessories for the entire family. It sells over 50 million pairs of footwear every year and serves to over 120,000 customers almost every day. Bata India is the largest footwear retailer in India, offering footwear, accessories and bags across brands like Bata, Hush Puppies, Naturalizer, Power, Marie Claire, Weinbrenner, North Star, Scholl, Bata Comfit and Bubblegummers to name a few. It retails in over 1,265 Bata stores, on bata.in and in thousands of multi-brand footwear dealer stores pan-India. More information on Bata India can be found at www.bata.in
The TVC shows women of various nature and professions doing what they want in life. Throughout the TVC, at various instances, women are shown flaunting Bata footwear line. The voice over talks about the privileges a woman gets and she is also proud of it.
Agency: Ogilvy and Mather, Delhi
Account Management: Siddharth Bhattacharya – Vice President, Account Management
Chandini Ahuja - Account Director
Aashish Pahwa – Account Executive
Creative team: Vikash Chemjong - Creative Director
Basabjit Majumdas - Creative Director
Planning team: Rasika Fernandes – Vice President, Planning
Production House: Asylum Films
Director: Razneesh Ghai