Bata promotes casual footwear with Disha Patani in new campaign

By

Isabelle Crossley

Published
May 25, 2022

Footwear brand Bata has lunched a new multimedia campaign with brand ambassador, Bollywood celebrity Disha Patani, to promote its new casual footwear line ‘24x7 Casual Collection’. 

The new campaign is titled ‘It’s Got to be Bata’ and was conceptualised by Contract Advertising, Bata announced in a press release on May 25. Bata first appointed Patani as its brand ambassador in February this year to engage a younger audience. This campaign is Patani’s largest campaign for the brand since her appointment. 
 
“Casualisation has become a big trend over the last couple of years,” said Bata India’s managing director and CEO Gunjan Shah in a press release. “Consumers now seek styles that are versatile enough to take them through multiple occasions in a day. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes… The new campaign features our new brand ambassador Disha Patani, and we hope to attract younger audiences who seek outdoors-inspired benefits, while still wanting a fashion-driven aesthetic that works well for the city life.”

The new collection features products from Bata’s various brands including Bata, Bata Red Label, Bata Comfit and Naturalizer brands. Styles range from wedges to flats and pieces are designed to be worn for any occasion.
 
“Over the last few years, we have seen Bata transition to a fashion-forward brand with product lines that are in sync with the latest of trends– be it casuals or sneakers or formals,” said Contract India’s chief creative officer Sagar Mahabaleshwarkar. “With this campaign, we had an interesting opportunity of taking the brand journey forward. From the journey that started with Surprisingly Bata campaign in 2018, it was time to take a more confident and bolder stance. Association with Disha has helped bringing about this transition, she personifies the attributes that we want Bata to represent today-  stylish, glam, young, more confident and bold. The campaign is beautifully supported by lyrics crafted by Amitabh Bhattacharya, one of India’s ace lyricist.”