The new POWER campaign aims to inspire Indians to move towards a more active lifestyle
New Delhi, April, 2018: Bata launched its latest #FindYourPower campaign to focus the attention of Indians towards a more healthy and active lifestyle. The new campaign for POWER, the international sportswear brand from Bata, will launch 3 new products in the Power range – XoRise Genesis, Glide Vapor & Speedy. The campaign starring Smriti Mandhana will highlight the importance of the Power athletic range by highlighting the role of a good shoe in an individual’s pursuit of an active lifestyle with this 3 TVC campaign.
Power shoes provide the right mix of style, technology, comfort and durability which are the key qualities that fitness enthusiasts demand in their footwear. The new campaign showcases how this technically advanced footwear, designed in Canada, with superior quality and value will help power their dreams. Power’s latest range – XO Rise – Running shoes with 25% more rebound and Glide Vapour – sock-fit lightweight walking shoes with memory foam are some of the new and exciting collections available at the stores among other active lifestyle options.
Conceptualised by Contract Advertising, the TVC features Power brand ambassador – Smriti Mandhana, the opener for the Indian Women’s cricket team, as the face of the campaign. Smriti Mandhana has in a short span of time made a name for herself in her chosen sport cricket, which in the past been dominated by men. Smriti is one of the young women who has inspired many other youngsters to strive for fitness to achieve their goals.
The #FindYourPower campaign highlights the single-minded focus, hard work and power that one needs to fulfill that dream through the lens of Smriti Mandhana. The campaign also highlights the importance of determination, discipline and the power of a good pair of shoes in the pursuit of excellence.
Speaking about the campaign, Power brand ambassador Smriti Mandhana said, “It is an honour to represent Power as the brand truly reflects my inner strength and power. The brand has empowered me and my dreams. Bata’s vision to enable more young Indians onto a path of fitness with the ‘Find Your Power’ campaign reflects my beliefs; that passion, determination and discipline can help one achieve any goal they set for themselves.”
“The #FindYourPower campaign focuses on encouraging our consumers to adopt a path to fitness and a more active lifestyle with Power and Smriti Mandhana as a brand ambassador exemplifies that perfectly. The thought behind this campaign is even though there are many things that we hate about the effort required in getting fit & active yet we can surmount them and get on the path to fitness with Power. The #FindYourPower’ campaign aims to reach out to those who are ready to make that initial effort towards a healthier life.”, said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign
“It’s always satisfying to emerge out at the head of a hard fought multi agency pitch for a prestige brand such as Bata. We’re extremely proud to partner a brand which all of us have been associated with since our childhood. And look forward to introduce the next generation to it and make them see it as we once did. Like a mate, a confidant, a fashionista, a constant. This campaign for Power is the first step in that direction.” said , Mr. Ashish Chakravarty – Chief Creative Officer, Contract Advertising India Pvt Ltd.
The #FindYourPower is a 360-degree marketing campaign that will leverage mass-media on larger-than-life outdoor sites in the core markets of Power. The campaign will leverage key social media platforms and will be extensively amplified through various mediums including TV, Digital, Print, Outdoor, In-Cinema and on-ground activations. The campaign will utilize the national media channels such as mainlines, magazines, paid search, online display and video audience buying, key digital sponsorships, social media platforms, and online television. The commercial will be supported by digital and social media elements using the hashtag #FindYourPower
The film can be viewed on Sony Entertainment channel, Sony Max, & TV and Star Gold on Wed, Thurs, Fri and Saturday’s and social media channels of Bata India. Below details –
- Facebook – Bata India
- Instagram – bata.india
- Twitter – @BATA_India
- Youtube – Bata India
- Link to the video – https://youtu.be/Pe921Y-RQ7c
About BATA
Bata has held a unique place in the hearts of Indians for more than 85 years. Probably the only footwear brand that offers footwear and accessories for the entire family, Bata has redefined the modern footwear industry in India. It has established a leadership position in the industry and is the most trusted name in branded footwear. It sells over 50 million pairs of footwear every year and serves to over 120,000 customers almost every day.
Bata India is the largest footwear retailer in India, offering footwear, accessories and bags across brands like Bata, Hush Puppies, Naturalizer, Power, Marie Claire, Weinbrenner, North Star, Scholl, Bata Comfit and Bubblegummers to name a few. It retails in over 1,290 Bata stores, on bata.in and in thousands of multi-brand footwear dealer stores pan-India.
For more information on Bata India, please visit www.bata.in
About Contract advertising-
Contract is Known for its path-breaking work, and prides itself on building & nurturing some of the biggest pioneering brands in Indian Advertising with the assurance of creating effective award winning work across all mediums of Advertising. As one of India’s finest full-service integrated and independent communication agencies and a part of the WPP Group, we believe in being driven by passion to engage consumers.
Contract has cross-functional specialists across its division’s iContract (Digital), Business (Core) Consulting & Design Sutra (Corporate Identity & Retail Design) that work on some of the biggest blue chip brands across its offices in Mumbai, Delhi and Bengaluru.