Bata picks global creative agency

Bata Brands has selected Contract India, an agency under Wunderman Thompson, to manage global creative duties. This will see Contract India become the global hub for strategic and creative duties for the European footwear major’s key geographies in Asia, Latin America, Europe and Africa, with the support of its group companies within Wunderman Thompson.

The win comes on the back of the “Surprisingly Bata” campaign which Contract India said brought in rich dividends for the brand in India and the Czech Republic. The brand tapped Indian celebrities Kriti Sanon and Sushant Singh Rajput as brand ambassadors to help Bata communicate its transformation into a fashion forward and contemporary brand from earlier being associated with school shoes and formal wear in India. According to the press statement, this move into a fashion and lifestyle space has ensured higher traction with the younger demographic, increased footfalls and consequently, improved profitability. Marketing has reached out to Contract India for additional information.

Isabelle Sakai, Bata Group’s CMO, said Contract India is a key strategic and creative partner for the Bata India operating company. “We are glad to award Contract India the Global mandate to roll out the ‘Surprisingly Bata’ campaign across the Bata world, smartly adapting the campaign idea to capture the local nuances of consumers insights. We are looking forward to a great partnership beyond the boundaries of India,” she added.

Raji Ramaswamy, CEO of Contract India, said having done some great work for Bata in India, it is truly rewarding to now become the global creative and strategic hub for the company which is a significant win for the agency. “Our team’s experience and capabilities in offering a multi-discipline integrated offering makes us well poised to drive the desired impact and achieve business outcomes for the brand across markets,” he added.