Bata looks at life, waist down

New campaign created by DDB Mudra showcases the range of shoes on offer in the footwear giant's Spring Summer collection

BestMediaInfo Bureau | Mumbai | March 18, 2014

Click on the image to watch the TVC.

Bata's newest campaign looks at life from a slightly not-so-high angle. Conceptualised by DDB Mudra, the campaign is called 'Waist Down' and fuses together several slice of life stories told through the shoes.

Bata already enjoys a huge following in the footwear section in India. In bringing out its Spring-Summer collection now, the company decided to portray not just the aspirational quality of its footwear range, but also showcase the entire range comprising smart casuals to office-wear, from outdoor adventure wear to party wear, etc. In line with Bata's retail growth strategy, the new Spring-Summer collection launched at its stores has a contemporary collection for both men and women. The wide range for men's footwear includes boat shoes, oxfords, dress boots, loafers, brogues and derby shoes. The women's category will be a collection of high heels, clogs, mules, sandals, wedges, pumps and peep toes. Additionally, the collection includes a wide selection of accessories like bags, belts, and scarves that adds a dash of style to life.

Sonal Dabral, Chairman & CCO, DDB Mudra Group, commented, “Whole generations of Indians have grown up with Bata and it's an inseparable part of everyone's growing up memories. The strategy and 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 their 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.”

The commercial catches the eye since it is shot from an uncommon angle: waist down. The TVC opens with a father teaching his young girl to dance - while the girl stands atop her father's feet. It changes to another young girl wearing her mother's oversized heels and walking with her mother's handbag - trying to be like mommy. A children's birthday party is shown where all the kids are happily jumping around. It shows kids bunking classes, young lovers playing footsie, students checking their exam results and celebrating, officegoers watching a cricket match on TV, women shopping, people running and three men going on a trek. The TVC finally ends with the voiceover declaring: “Bata - where life meets style”

The marketing campaign features a 360-degree multimedia integration of TV commercial, radio, cinema, print, innovative outdoor, events, promotions and digital platforms. This new campaign emphasises fashion and comfort, the two most appealing characteristics of Bata Shoes. It rejoices free spiritedness, spontaneity and vibrancy of today's youth.

Sumit Kumar, Vice-president and Head of Marketing & 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 a fabulous in-store environment featuring our new global concept stores to make shopping a pleasurable experience for our customers.”

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Credits:

Client: Bata India

Creative Agency: DDB Mudra

Chairman & Chief Creative Officer: Sonal Dabral

President: Vandana Das

Creative team: Sambit Mohanty, Godwin Martin, Sunny Kundukulam

Account Management: Radhika Das, Nikita Das, Aakash Khurana

Account Planning: Aditya Kanthy, Arun Sharma, Parul Budhiraja

Production House: Seven Films Production

Executive Producer: Ruchi Mehta

Director: Lloyd Baptista

Sohini.Sen@BestMediaInfo.com

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