Bata announced the launch of its new versatile 24×7 Casual Collection. This new collection is considered summer special footwear as it’s marked by a 360-degree campaign titled ‘It’s Got To Be Bata’, with a new brand ambassador Bollywood actor Disha Patani. Hence, the new 24×7 Casual Collection has been designed keeping in mind the developing needs of the modern Indian woman whose footwear needs to be evolved during the pandemic.
Furthermore, the 24X7 Casual Collection features brands like Bata, Bata Red Label, Bata Comfit, and Naturalizer that have artisanal-style craftwork in block heels and fresh wedges, and include hues of metallic shine and summer sparkle.
While making an announcement Gunjan Shah, M.D. and CEO, of Bata India Limited specified that casualization has become a big trend over the last couple of years. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes. “The new campaign features our new brand ambassador Disha Patani, and we hope to attract younger audiences who seek outdoors-inspired benefits, while still wanting a fashion-driven aesthetic that works well for the city life,” said the CEO, of Bata India Limited.
Subsequently, Sagar Mahabaleshwarkar, Chief Creative Officer – Contract India, talked about the transformation in Bata and said, “Over the last few years, we have seen Bata transition to a fashion-forward brand with product lines that are in sync with the latest trends – be it casuals or sneakers or formals. With this campaign, we had an interesting opportunity of taking the brand journey forward.
Lyricist Playback, Amitabh Bhattacharya, is also the part of brand new Bata campaign and said, “Bata has been a part of our life since childhood. So, when the brand team approached me, I was naturally excited to be associated with this iconic brand and be able to contribute to its growth. Bata was launching a new range of women’s shoes that were versatile and could be worn on multiple occasions and wanted my help in crafting a jingle for this launch campaign.”
