Bata India’s latest festive campaign began not in a creative brainstorm but in a celebrity news item. When actor Rakul Preet Singh spoke about choosing flats after a spine injury, Bata’s marketing team saw a perfect articulation of its comfort positioning.
The result is “Comfort but make it festive”, a 360-degree campaign with Singh that covers an ad film, digital engagement and on-ground experiences. But the wider story is how Bata is trying to convert one of India’s best-known footwear brands into one that younger shoppers actively buy.
“The moment we read that in the media, we were like, whoa, this completely talks to us,” said Jasleen Kaur, head of marketing at Bata India.
From awareness to consideration
Bata says brand awareness is 93%. That sounds like an advantage, but the marketing problem has moved. The company is now focused on consideration, store visits and purchases, not recognition.
Jasleen said the team tracks return on investment closely, with footfall and like-for-like performance among key objectives. “If your marketing budget is not growing your topline or bringing people into your stores, then you have to question it,” she said.
Bata does not use one national media plan. Gwalior leans on outdoor and print; Delhi, Mumbai and Bengaluru get more digital. Traditional channels remain relevant during Pujo in the East and Onam in the South. Connected TV also plays a role, though no channel-wise budget split was shared.
- 93% awareness is no longer the goal; footfall and like-for-like sales are.
- Media mix changes market by market and by regional occasion.
- Digital is stronger in metros, while print and outdoor still matter in markets like Gwalior.
Sneakerisation, ballerinas and small-town reach
Bata is responding to sneakerisation—the shift toward sneakers in everyday wear—by placing more emphasis on its sneaker portfolio, including Power. E-commerce is central because many smaller towns have aspiring buyers with money but no physical store nearby.
The Victoria Ballerina campaign with Sanjana Sanghi is another sign. Bata’s data showed the average ballerina consumer is two to three years younger than the average Bata consumer. These are young professionals who commute by metro and want shoes that are polished but comfortable.
Comfort-led design is also becoming more visible: walking shoes, Energy 100 and Energy 500, XRise cushioning, and Easy Slide technology that removes the need to bend down and tie laces. Jasleen said three new patented technologies, developed through the Amsterdam creative design centre, are planned for next year but have not been disclosed.
The local-global balance
Bata is not Indian-origin, even though many consumers treat it as a local icon. Jasleen described localisation as a “double-edged sword”: too much local adaptation can dilute global sensibilities. Younger shoppers follow Milan Fashion Week and compare Indian assortments with markets such as Italy, Argentina and Peru. The expectation is parity—global trends without losing local familiarity.
What this means for marketers
Bata’s approach offers a useful template for mature brands. When awareness is high, the next campaign must create a reason to reconsider the product. That means choosing ambassadors for insight fit, not just reach, and connecting product-led messages to the way real consumers shop.
The coming months will test whether comfort-led design, sneaker demand, e-commerce and market-specific media can move Bata from a brand people know to a brand people choose.
Source: Storyboard18
