Bata shifts to Promodome

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | June 22, 2009
A subsidiary of the Switzerland based Bata Shoes Organisation, the brand has recently moved its creative duties out of Saatchi and media duties out of ZenithOptimedia

Bata India, the subsidiary of the Switzerland based Bata Shoes Organisation, has recently appointed Promodome Communications as its creative and media planning and buying partner. The account, estimated to be in the region of Rs 10 crore, will be serviced out of Promodome's Delhi branch.

Saatchi & Saatchi is the incumbent creative agency, while ZenithOptimedia is the incumbent media agency.

The win comes after a multi-agency pitch, in which the other participants were Rediffusion Y&R and Saatchi & Saatchi.

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Confirming the win, Madhusudan Siddanthi, senior account director, Promodome Communications, says, "The brand presently has aggressive marketing plans and we are happy to be associated with it at this juncture."

He reveals that the agency is already working on Bata's fall-winter campaign, which is supposed to roll out across India by August. The campaign would focus on BTL, since Bata boasts of around 80 lakh footfalls per month. This, according to him, calls for heavy in-shop presence as well as a lot of on-ground activation. Siddanthi doesn't rule out ATL activities, however.

Prior to Saatchi, FCB Ulka (now Draft FCB Ulka) used to handle the account. JWT and Euro RSCG have also been associated with the brand in the past.

Set up in 1931, Bata India is a major manufacturer and marketer of footwear in India and is one of the largest players in the Indian shoe market. Though Bata India has seen lean times in recent years, it has managed to generate high recall for the Bata brand. It boasts of a retail network bigger than any other in the country.