Bata in the News: India’s New Brand Manifesto Video
Bata in the news

On June 2, prominent Indian news website Best Media Info published an article about Bata India's latest video campaign, produced in collaboration with top advertising and marketing agency Ogilvy & Mather. The video examines the new Bata manifesto theme of “Me & Comfortable with it,” and what that means for today's modern woman in India.

The 45-second video focuses on celebrating women’s unique strengths, and looks at both serious and light-hearted elements of what being female means today. It opens with a voiceover asking the question: “Aren’t you glad you were born a woman?” speaking directly to female viewers, and continues by highlighting some of the benefits and challenges that this brings.

The commercial refers to women as the “better half,” and points out that a woman’s strength does not only come from physical ability but from “from a place way deeper than that.” It mentions a number of day-to-day advantages of being a woman, such as being able to wear heels and makeup, as well as the fact that, when all of these things fail to cheer us up, there is always retail therapy as a solution.

Ajay Gahlaut, executive creative director at Ogilvy & Mather, Delhi, stated: “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.”

Speaking about the video, Rajeev Gopalakrishnan, Bata president for South Asia, commented: “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 & Comfortable with it,’ highlights the brand’s admiration for women in a very special way. Being one of the most recognized brands in India, we feel that it is important for us to have a point of view.”

The original article can be read here.

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