After a month when Bata India announced Kriti Sanon as their brand ambassador, the company has rolled out a fresh TVC featuring the actress. The Bata TVC campaign focuses on the women collection under the brand Bata Red Label Fashion.
Bata has been around in India for long and has built great equity amongst its consumers. Off late, the brand has been perceived only for leather sandals, formal shoes and school shoes. A major reason for this is inability of the sub brands taking off. Except Hush Puppies, again a premium leather range, brands like Power in the sports segment have faced tough competition from global majors.
With appointment of Kriti Sanon, Bata aims to target the women consumers who behaviourally tend to change more often and own footwear in wider variety compared to their male counter parts. It is after 21 years Bata India has chosen a bollywood face to represent the brand. The last celebrity association seen with Bata was of Rani Mukherji
Bata’s New Campaign explicitly states the brand being perceived into formal and school shoes. The storyboard is crafted around how Kriti Sanon is surprised when she enters the Bata showroom and ends up picking 20 pairs for herself. The dialogue of the New Bata TVC, the actress mentions that she planned to buy something for her grandmother. The TVC strengthens the existing credibility that the brand holds amongst the older audience and at the same time appeal to the younger ones. The TVC ends with Kriti Sanon stating that the range is ‘Surprisingly Bata’ and the final note says ‘Come & Be Surprised’.
Whether the Bata Red Label Fashion collection takes off or remains a dud only time will tell but the New Bata TVC looks fresh and energetic with Kriti Sanon.