Ad Campaigns
Bata India initiates #Kickout2020
NEW DELHI: The year 2020 has put a dampener on everyone’s spirit with most people having been confined to their homes for the major part of the year. However, to beat the pandemic blues and spread positivity, footwear major Bata India has launched its first big campaign of the year – #KickOut2020. The campaign launch is also accompanied by the launch of new collection – ‘Ready Again’, which comprises of a wide variety of footwear to go with every outfit and occasion. Casuals, festive, fitness, dress, fashion, you name it, the ‘Ready Again’ collection has all the comfortable & stylish designs.
The new campaign urges everyone to kick out 2020 with it all its negativity, take things in their stride, and get ready once again to rejoice in the good times with friends and family, but of course within the purview of reason and safety. Through the campaign, Bata India seeks to boost consumer morale and motivate them to take charge of their lives once again and kick out the mundane blues that captivated lives for long. The brand also urges one and all to follow and ensure all the precautionary measures prescribed by the government and maintain social distancing.
The ‘Kick Out 2020’ TVC, conceptualized by Contract Advertising features Kriti Sanon as she comes back home after shopping at a Bata Store and advises her brother that it is time to kick out 2020. As the TVC progresses, Kriti proceeds to showcase the different shoes she had bought for different occasions, and her excitement at having bought new shoes for working out to be fit, visiting friends and celebrating with family after so long, is quite palpable. She then presents her brother with his ‘new year’ gift-a stylish pair of shoes for his next date. The TVC ends with Kriti urging everyone to kick out 2020 with Bata’s new ‘Ready Again’ collection.
Bata India VP marketing Anand Narang said, “As the Covidstorm continues, people have been stuck at home and adapting to a life of isolation and monotony. As they cope with the mental, physical and emotional stress, at Bata we wanted to inspire them to embrace positivity and focus on the better things in life, to start rebuilding their lives and the economy back. It is now time to kick out all the negativity and by naming our latest collection ‘Ready Again’, we wanted to remind everyone that it is time now to take charge of their lives again and get ready to welcome togetherness, happiness & celebrations. Being from the creative and innovation industry, we didn’t want to sit back and let life pass by. It’s time for brands & marketing fraternity to be original, be agile, to inspire, and remind people to adapt to the new normal and move ahead. We hope that the uplifting tone of the #Kickout2020 campaign along with the message to be Ready Again strikes an emotional chord with consumers, showing the humane &authentic side of the Bata brand.”
Contract India CCO Sagar Mahabaleshwarkar said, “How do you get rid of the most despised year ever? Simple, you just Kickout 2020 and get ready again. That’s the idea behind this campaign. A simple idea that provokes you, makes you think and motivates you. An annual yearend campaign thus turned into something rather unforgettable by Bata India.”
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.
