European footwear brand Bata India has launched a new campaign ‘Come & Be Surprised’ featuring Kriti Sanon, its brand ambassador. Over the past year, Bata has launched a slew of fashionable collections to attract younger audiences into its stores.
The ‘Come & Be Surprised’ TVC, conceptualised by Contract Advertising, featuring the vivacious Sanon shows her being pleasantly surprised with Bata’s new fashionable Red Label Collection at a store. The film starts with Sanon reminiscing about her childhood association with Bata school shoes, something that most consumers can relate to. As the film progresses, we see her form an altogether new relationship with the brand. This new campaign reflects Bata’s conscious strategy of presenting a new fashion-forward face for the trend conscious and young.
“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 favourite Bata store,” said Anand Narang, Vice-President, Marketing, Bata India.
“Bata is an iconic brand, and I have been a big fan of Bata shoes since early childhood. However, this new fashion forward avatar of Bata is a fantastic surprise. There are so many pairs of shoes from the Red Label Collection that I have taken home because they are so chic and stylish. I am so excited to be able to promote these great looking and super comfortable shoes, which are available for both young women and men,” said brand ambassador Sanon.
“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,” said, Ashish Chakravarty, Chief Creative Officer, Contract Advertising India Pvt. Ltd.