The ad showcases various women in different situations such as walking in high heels, presenting a bouquet of flowers to a soldier or crying in public, with a voiceover saying things like, “Aren’t you glad that you were born a woman? That you’re always the better half?” The ad goes on to portray various emotional aspects of women. The film ends with the tagline: Me. And comfortable with it.
21-30 year-old women; modern working professionals who are fashion forward, progressive, independent and care about women empowerment and equality.
To up the style quotient, get young women to re-evaluate/reconsider Bata, and reflect that the brand gets and caters to every woman’s style.
Bata has taken a serious and emotional approach to its brand transformation, talking about a woman’s self-confidence and self-esteem to dare and lead a fuller life. The film portrays different women and their choices, and how they are proud of being able to live the life of a woman.
In today’s times when millennials are seeing an increase in disposable incomes and international brands are easily available, the choice to be fashionable comes instinctively. But many-a-times, it comes with some discomfort. Bata which stands for comfort is transforming itself to keep pace with its peer brands and become more stylish. If it brings in latest designs while ensuring comfort, it will have hit the jackpot.
Tone of Voice
Think Bata and one thinks of comfortable, long-lasting shoes. Bata, which was an essential part of childhood in India, has finally decided to unveil a new manifesto. The 123 year-old brand recently underwent a change to celebrate the new woman in its communication, after research which highlighted that modern Indian women are comfortable with their choices.
Globally, the film talks about ‘Me’ — a confident woman who wants to be stylish yet comfortable, especially when it comes to shoes. The Indian avatar is more stereotypical, we think. The film wants to empower women by taking the preachy route, but instead shows stereotyped emotions of women — crying in public, not being physically strong enough but possessing mental strength instead, etc. The whole women empowerment approach taken by brands is passé now. A couple of years back, most fashion brands took this route and ignited debates even if on social media. The idea has, since then, been overdone, and therefore, Bata needs to think beyond that angle.
A brand which has been all about comfort is now transforming its image and product line — a good move to keep up with evolved consumers. But will Bata be able to nudge its way out of the ‘good old, dependable but not one for flaunting’ bucket to the ‘stylish yet comfy’ positioning in the consumer’s mind? Think about it.
Bata’s new ad talks about the change in people’s attitude and society, but completely fails to highlight the transformation of the brand. Not sure if it will drive the message or conversation!