Bata unveils new marketing campaign

Leading footwear maker and retailer Bata, which is trying to break its image as a conservative footwear firm to a stylish-youth centric diversified company, today launched a campaign for its new Spring Summer collection.
The 'Spring Summer 2014' collection comprises footwear to accessories, bags and goggles and Bata would start a 360 degree integrated marketing campaign with commercial in TV, radio and print by this week.
"We have designed our marketing campaign to appeal to the sensibilities of the Indian consumers across the age group and demographic profile," Bata Vice-President (Marketing & Customer Services) Sumit Kumar said.
According to Kumar, the new collection would have aspirational products ranging from Rs 700 to Rs 10,000.

"It is extremely contemporary, stylish and yet accessible. It would have comfort and durability for which Bata is known for. That remains in our offering DNA," he said adding that "what we have done this time is that we have added a layer of aspiration and contemporariness in the product offering."
The TVC, which will be aired, has been innovatively shot to capture slice-of-life situations in the lives of people through a literal focus on the footwear, the company said.

Bata has opened a new format store in Saket, which is of its global standards. It showcases Bata's journey to its customers.

"Moreover, Bata would add over 100 stores in its network this year," Kumar said.
At present, the company has 1,358 Bata Shoe Stores located in over 500 cities across India.