_________________
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.

Related Posts
Bata in the news |
On May 31, a group of contestants from the fbbColorsFemina Miss India 2017 contest, winners from 30 states around the country, visited the Bata store in the Viviana shopping mall in Thane, in the Maharashtra district. They were joined by Thomas A. Bata and members of th...
Bata in the news |
During his recent visit to India, chief marketing officer Thomas A. Bata gave an exclusive interview to BTVi, also known as Bloomberg TV India, a top national business channel. BTVi dedicated a special half-hour segment called “The Shoemaker” to the interview.
Interviews |
On May 30, Bata's chief marketing officer Thomas A. Bata gave an interview to Arnab Dutta of India's Business Standard, while on a visit to the country. In the interview, Thomas A. Bata discussed some of the steps the company is taking to develop the business in India, ...
Corporate |
Bata Bangladesh recently organized an outbound training program called the 2017 Rendezvous for all management and supervisory staff. The main goal of the day was to reinforce the metamorphosis to Bata’s new brand manifesto, “Comfortable with it.”