When was the last time you saw a footwear brand coming up with an ad that looks glossy and has an international look and feel to it? Global footwear brand Bata has recently launched its new campaign, 'Me. And comfortable with it.' The ad, conceptualised by Ogilvy Delhi, can't be easily associated with Bata because one has always had a perception of Bata as a comfortable and an affordable footwear brand.
Talking about the campaign, Ajay Gahlaut, executive creative director, Ogilvy Delhi, says in a press release, "When we saw Bata's fantastic women's range, we were stunned! Because what we saw had no resemblance to the imagery of Bata that we had in our minds. It was then that we realised that what we had to do was replace the old Bata imagery in our minds and in the minds of our consumers with one that reflected the Bata of today! And to do that, we also thought of using the women of today - the ones who were comfortable in their own shoes."
Roy feels, When it comes to the latest Indian TVC, the upgraded look and feel is fantastic and will surely help elevate the perception of the brand in terms of premium imagery.
She says, "The message however feels a bit layered, primarily because it attempts to address labels, stereotypes, women empowerment and gender roles, all at the same time, while the main theme of the struggle between style/high-fashion and comfort is somewhere lost."
According to Roy, the brand has tried to capture the essence of 'comfort' through the above angles, but has only ended up scratching the surface with a very generic message of empowering women in their own ways.
She adds, "Unfortunately, this format of prescriptive storytelling has been pretty much in vogue since last year with multiple brands deploying similar styles of 'Femvertising', and nowadays you can hardly tell the difference."
Roy feels that the treatment could have been more interesting if the functional tension between the notions of beauty and comfort was the main underlying thought. "For women today, the struggle is real - it's a constant choice between 'look beautiful and fashionable' vs 'feel beautiful and comfortable'. And I don't think this film addresses that at all. However, if the attempt was to associate Bata as a brand that celebrates the new-age / empowered woman, then I think they may have succeeded in that sense," she adds.
Agency: Ogilvy & Mather, Delhi
Kapil Arora - President, Ogilvy Group Companies - North
Siddharth Bhattacharya - Vice President
Chandini Ahuja - Account Director
Aashish Pahwa - Account Executive
Ajay Gahlaut - Executive Creative Director, Ogilvy Group Companies - North
Vikash Chemjong - Group Creative Director
Basabjit Majumdar - Group Creative Director
Rasika Fernandes - Senior Vice President, Planning
Production House - Asylum Films
Director - Razneesh Ghai