An impressive pedigree and legacy is no longer enough for Bata, fighting for a place at the cool table. Will its new campaign help the footwear brand get there?
It's not an Indian brand but it has been here for close to a century now — 83 years to be precise. It sells over 45 million pairs of footwear annually, serving over 120,000 customers almost every day through 1,100 stores across 500 cities.
Czech footwear brand Bata has yet another distinction: it's not been on television for over a decade.
Finally, the heritage brand is rising from its slumber rolling out its first commercial in years on March 14. So, why the return to TV? "Somewhere along its journey," explains Sonal Dabral, chairman and chief creative officer of DDB Mudra Group, "the brand needs to reach out to consumers, highlight its offerings and build a fresh connection with the youth." The brief is to contemporise the brand, showcase its aspirational and trendy products and reach the evolving consumer; all centred around it ..
Finally, the heritage brand is rising from its slumber rolling out its first commercial in years on March 14. So, why the return to TV? "Somewhere along its journey," explains Sonal Dabral, chairman and chief creative officer of DDB Mudra Group, "the brand needs to reach out to consumers, highlight its offerings and build a fresh connection with the youth." The brief is to contemporise the brand, showcase its aspirational and trendy products and reach the evolving consumer; all centred around it ..
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