Get to Know More About Bata, Nominated for Our ‘Delhi/NCR Hot 50 Brands’
Rajeev Gopalakrishnan
Group Managing Director, South Asia
Bata India Limited
What makes your brand Hot?
BATA has diversified in style and trends in the recent past. The collection encapsulates style, comfort and affordability. Our products are easily accessible given the number of stores located across the country which works well for all age brackets. The brand has re-invented itself as not only the pioneer in comfort but also as brand that is fashion forward and is highly durable. The key factors that make our brand Hot are: Trendy, comfortable, durable, easily available and affordable.
A campaign that worked for your brand?
The marketing campaign titled ‘Where Life Meets Style’ was a great success story for brand. Developed as an integrated 360- degree communication plan, the campaign comprised of a television commercial across prominent broadcast channels, outdoor media at strategic locations, radio and print ads across prominent publications. With a strong understanding on consumer needs and focus on improving customer service while offering quality sales growth, the aim behind taking every step forward, towards the leadership position in the market required a 360 degree customer connect to satisfy them completely. The strategy was to connect with customers with a complete new look from products to the stores. The campaign was a multimedia integration of TV commercial, radio, cinema, print, innovative outdoor, events, promotions and digital platforms.The main emphasis was on fashion and comfort, the two most appealing characteristics of Bata Shoes. It also rejoiced free spiritedness, spontaneity and vibrancy of today’s youth. The campaign was yet another remarkable milestone in Bata’s journey of symbolizing that shoes can be lifestyle led, young, vibrant & yet comfortable. It’s “waist down” TVC which was aired across multiple broadcast channels was innovatively shot to capture slice-of-life situations in the lives of people through a literal focus on the footwear.
What makes your brand different or stand out?
BATA is constantly growing and testing its limits. One key characteristic that makes the brand stand out is the fact that it does not target only a certain sector of audience but makes their product available for the across all age and genders.
The brand has also launched its e commerce platform which helps it to be further available to those who are constantly tight on time and likes to shop at their ease and comfort. Furthermore, the brand has started launching stores with International format with keen focus pertaining to the visual appeal of the store offering a premier brand experience to the consumer.
