We want to democratize fitness technology: Deepika Deepti, Marketing Head, Bata India
Earlier this month, Bata India launched its latest campaign, “Stronger Inside”, to unveil the revolutionary latest Power Energy Collection, designed in Canada and backed by global technology. The campaign is built on the insight that the Power Inside is always stronger than any challenge outside, thus, when the world says “maybe tomorrow”, you say “Power-through today!”
The latest performance footwear range with Power XO Rise technology is said to have the most responsive midsole ever and gives 25% more energy rebound. These shoes are designed for training, running and workout. The range starts at Rs 2,999.
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In an exclusive interview with Adgully, Deepika Deepti, Head of Marketing, Bata India, delves into the concept and thought behind the new campaign “Stronger Inside”, how Bata India is leveraging digital media, technology for promoting the campaign, the ‘glocal’ strategy behind the new campaign, its marketing objectives, and more.
Could you share the concept and thought behind the new campaign ‘Stronger Inside’ for the launch of Bata’s brand new Power Energy collection?
Power is our fastest-growing brand. We truly want to democratize fitness technology by making it accessible to all. We believe that the right sporting gear acts as a motivational partner in the pursuit of an active lifestyle. Through our latest campaign, “Stronger Inside”, we want to empower active enthusiasts by motivating them to overcome challenges, persevere in their fitness journey, and provide them access to the right sport and fitness technology. Power serves as a supportive partner in their pursuit to feel stronger from within.
With the growing demand in the athleisure segment in India and the inclination of customers towards adopting a healthy lifestyle, the “Stronger Inside” campaign captures the insight that when it comes to consistency in fitness, the Power Inside is always stronger than any challenge outside.
The latest range of Power Energy shoes is truly transformative, packed with global technology that offers 25% energy return, breathable upper mesh, and starts at just Rs 2,999. We have also re-launched the Power EasySlide collection in a new avatar, which has already become one of our best-selling ranges, appealing to those who value both convenience and comfort in their footwear.
If you look at the current offerings in the market in the fitness segment, Power carves its niche attracting active lifestyle enthusiasts who believe in the pursuit of physical activities as a means to enhance overall well-being, fostering stronger mental and physical health. We want to encourage progression over perfection and boost confidence as individuals take on their fitness journey.
Who is the TG for the campaign and the Power Energy Collection by Bata?
All active enthusiasts! Individuals who want more from their lives, the ones who are always on the go, juggling between responsibilities yet are looking to explore the world of fitness. People who are health conscious and prioritize a healthy lifestyle and overall well-being. These are the people who are seeking comfortable yet stylish products that seamlessly integrate with their active lifestyle.
These individuals are often influenced by fitness influencers, health trends, technology, and social media. They believe in demonstrated technology and are looking for affordable options to complement their fitness journey.
How is Bata leveraging digital media and technology to promote the campaign?
Bata has employed a full-funnel media strategy to amplify the campaign, with significant investments across Digital channels. Ahead of the campaign, we collaborated with wrestler Nisha Dahiya, supporting her in her Olympic journey. Bata is also collaborating with fitness trainers across the country like Yasmin Karachiwala, Anshuka Yoga, and others to enhance our campaign’s reach and to position Power Energy as a preferred choice of fitness enthusiasts.
Which creative agency has conceptualized the campaign?
The global campaign has been conceptualized by our creative agency FCB India.
What is the message that the film is trying to convey through the campaign?
Bata’s new Power Energy collection debuts with the latest tagline – “Stronger Inside”. The campaign is built on the insight that the Power Inside is always stronger than any challenge outside. It aims to convey that true strength lies within you. This perfectly translates into our revamped brand purpose: to unlock the power inside every individual. We want to create a deeper emotional connection with our consumers and want them to see Power as their fitness partner for activities like running, walking, or working out.
What is the USP of the Power Energy collection designed in Canada, backed by global technology?
Bata is taking a Global approach. The technology in the shoes is truly transformative as it has stemmed from years of research in Power’s Canadian research institutes. The latest Energy collection is designed keeping in mind the needs of Indian consumers who are looking forward to adopting an active lifestyle.
The Power Energy Collection features performance-based shoes that are incredibly lightweight and engineered to enhance every step of your fitness journey, starting just at Rs 2,999. The collection brings the best of three – culture, a blend of style and comfort, and seamless performance.
The Energy Pro model stands out with its SuperCritical XORise+ technology, offering 25% more energy return through the brand’s most responsive midsole, making it perfect for those seeking a fast-paced shoe that delivers a spring in every step. For everyday runners, the Energy 500 blends comfort and energy return with a durable, breathable 4D-engineered tech mesh upper. The Energy 300 is the ideal choice for active enthusiasts needing stable and responsive training shoes, incorporating Ortholite and XORise+ technology for versatile workouts. Additionally, the latest EasySlide launch redefines convenience with a design that allows effortless sliding in and out of the shoes without using your hands, all starting at Rs 1,699.
What is the global strategy and marketing objective behind the new campaign and the Power Energy collection?
The global strategy is to democratize fitness by making cutting-edge global technology accessible to all, offering breakthrough products at low price points starting at Rs 2,999. What makes the Power Energy Collection unique is our “Glocal” approach – leveraging the right materials, implementing technology, and designing at our Canadian labs to create a collection that meets the diverse needs of Indian consumers.
There is a burgeoning passion for fitness among Indian consumers and we want to be their partner in this journey. The marketing objective is to position Bata as a leader in the fitness footwear category, empowering consumers with innovative, high-performance products that are both affordable and accessible.
What kind of research went behind the introduction of the Power Energy Collection by Bata?
The introduction of the Power Energy collection by Bata was driven by extensive research into the rising athleisure market in India. While there is a rising demand, there is a significant gap – advanced technology footwear is often priced out of reach for many consumers. The same technology is offered at double or triple the price points by other international brands in the country. Recognizing this, Bata focused on developing a collection that brings cutting-edge technology to Indian consumers at affordable prices, fulfilling the need for accessible, high-tech fitness footwear.
What are the recent developments and innovations at Bata?
There is always something exciting happening at Bata. We have opened our first two Exclusive Brand Outlets for Power and plan to take the count up to 15 stores by the end of this year. We have also launched Power Apparel in over 70 Bata stores across India.
Bata is on an expansion journey. Did you know that Floatz, one of our fastest-growing brands is truly made and designed in India? It has seen great results in just 2 years of its launch – crossing the 150 crore+ mark.
One of the most exciting launches this year has been the launch of Nine West at Bata India. Nine West, born in New York City and thriving globally, is one of the most loved footwear brands in the world. With its entry in India exclusively in partnership with Bata, we will continue to make truly off-the-runway styles accessible to all. And, we are working on an insightful and forward-looking campaign for the festive season – so stay tuned!
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