Ad Campaigns
Experience style and comfort with Bata’s 24×7 Glam Collection
Mumbai: Bata India, has unveiled its latest 24×7 glam collection with a campaign film featuring its brand ambassador, Disha Patani. With the launch of this new collection featuring Bata Red Label, Bata Comfit and Naturaliser, Bata India has solidified its position as a fashion-forward brand that offers stylish and comfortable on-trend footwear.
The ‘So Stylish, So Comfortable’ 24×7 glam collection has been specially curated keeping in mind the need for both, style & comfort for the contemporary Indian women. The latest collection is inspired by international trends and offers versatile styles of heels such as pump, square toe, block, platform, chunky and angular.
Bata India Limited VP, marketing & customer experience Anand Narang said, “With new-age styles, the 24×7 Glam Collection addresses our customers’ need for international styles having fashionable colour-pop heels blended with comfort. The latest collection offers a delectable palette of colors from Bata Red Label & Bata Comfit such as fuchsia, lavender and elegant pastels. Along with being stylish, the new collection boasts of added comfort offered by Bata Comfit’s patented Active Walk and Memory Foam insole. From block heels, platforms, sneakers to stylish pump shoes, Bata’s 24X7 Glam Collection has it all”, Narang added.
With today’s fast-paced world and changing lifestyles, women are looking for footwear options that are both stylish and comfortable. Whether dressing up for a party in high block heels or stepping out for business as usual in all-day comfort wear, the 24×7 glam collection blends style with comfort to fulfill both their fashion and functional needs.
Conceptualised by Contract Advertising India, the campaign film successfully captures the essence of the versatile 24×7 Glam collection. It features Disha seamlessly transitioning between different roles throughout the day, whether it is an action-packed scene in a shoot, a talk show appearance, a house party, or a leisurely stroll. Set to the beat of, “It’s got to be Bata”, penned down by the celebrated lyricist, Amitabh Bhattacharya, the film effectively showcases the new collection and rightly conveys the tagline ‘So Stylish, So Comfortable’.
Contract Advertising India executive VP and managing partner Subho Sengupta said, “Footwear is often thought of as a trade-off between style and comfort. However, in today’s fast-paced world, women need shoes that are both stylish and comfortable. In the campaign film, Disha elegantly displays the collection’s shoes while shooting, appearing on talk shows, or simply socialising with friends.”
The 24×7 glam collection can be shopped across Bata’s retail and partner stores pan India, leading marketplaces and through its website, bata.in.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
