Bata India scouts for a creative partner

The pitch process, which is at a very initial stage, is currently on in the National Capital Region.

Bata India, a part of the Bata Shoe Organisation, is on the lookout for a creative partner. The pitch process, which is at a very initial stage, is currently being held in the National Capital Region (NCR).

Senior sources from the industry close to the development confirmed the news to afaqs!, on ground of anonymity. Officials at Bata India remained unavailable for comment at the time of filing this report.

Earlier, Promodome Communications managed the creative duties of the company. The agency also handles the media planning and buying duties for the footwear and accessories brand. Promodome won the business following a multi-agency pitch in 2009. At that time, the size of the account was estimated at Rs 10 crore.

Before this, the creative duties for Bata India were handled by Saatchi & Saatchi, while ZenithOptimedia managed the media planning and buying.

Prior to Saatchi, Draftfcb Ulka (then FCB) has also handled the account. JWT and Euro RSCG have also been associated with the brand in the past.

For the record, in 1932, the company was established as Bata Shoe Company in Konnagar (near Kolkata). In 1973, the company went public and changed its name to Bata India.