Motivating consumers to move towards a more healthy and active lifestyle is the prime focus of Bata’s latest #FindYourPower campaign for Power, its international sportswear brand. Bata will launch three new products in the Power range – XoRise Genesis, Glide Vapor and Speedy. The campaign shows how this technically advanced footwear, designed in Canada, with superior quality and value will help power their dreams.
Brand ambassador Smriti Mandhana will highlight the importance of the Power athletic range by focusing on the role of a good shoe in an individual’s pursuit of an active lifestyle with three TVC campaigns.
Power’s latest range ‘XO Rise’ running shoes with 25% more rebound and ‘Glide Vapour’ – sock-fit lightweight walking shoes with memory foam – are some of the new and exciting collections available at the stores among other active lifestyle options.
Conceptualised by Contract Advertising, the TVC features Mandhana, the opener for the Indian women’s cricket team, as the face of the campaign. Mandhana has in a short span of time made a name for herself in cricket, a game dominated by men. Mandhana is one of the young women who have inspired many other youngsters to strive for fitness to achieve their goals.
The #FindYourPower campaign highlights the single-minded focus, hard work and power that one needs to fulfil that dream through the lens of Mandhana. The campaign highlights the importance of determination, discipline and the power of a good pair of shoes in the pursuit of excellence.
Speaking about the campaign, Mandhana said, “It is an honour to represent Power as the brand truly reflects my inner strength and power. The brand has empowered me and my dreams. Bata’s vision to enable more young Indians onto a path of fitness with the ‘Find Your Power’ campaign reflects my beliefs; that passion, determination and discipline can help one achieve any goal they set for themselves.”
“The #FindYourPower campaign focuses on encouraging our consumers to adopt a path to fitness and a more active lifestyle with Power and Smriti Mandhana as a brand ambassador exemplifies that perfectly. The thought behind this campaign is that even though there are many things that we hate about the effort required in getting fit and active yet we can surmount them and get on the path to fitness with Power. The #FindYourPower’ campaign aims to reach out to those who are ready to make that initial effort towards a healthier life,” said Anand Narang, Vice-President, Marketing, Bata India.
“It’s always satisfying to emerge out at the head of a hard-fought multi-agency pitch for a prestige brand such as Bata. We’re extremely proud to partner a brand which all of us have been associated with since our childhood. And look forward to introduce the next generation to it and make them see it as we once did. Like a mate, a confidant, a fashionista, a constant. This campaign for Power is the first step in that direction,” said Ashish Chakravarty, Chief Creative Officer, Contract Advertising India Pvt Ltd.
The #FindYourPower is a 360-degree marketing campaign that will leverage mass-media on larger-than-life outdoor sites in the core markets of Power. The campaign will leverage key social media platforms and will be extensively amplified through various mediums, including TV, digital, print, outdoor, in-cinema and on-ground activations. The campaign will utilise the national media channels such as mainlines, magazines, paid search, online display and video audience buying, key digital sponsorships, social media platforms, and online television. The commercial will be supported by digital and social media elements using the hashtag #FindYourPower.
The film can be viewed on Sony Entertainment channel, Sony Max, & TV and Star Gold on Wednesday, Thursday, Friday and Saturday and social media channels of Bata India.