Ad Campaigns
Bata unveils new ad campaign ‘It’s Got to be Bata’ featuring Disha Patani
Mumbai: Bata India has released a new campaign to announce the launch of its new versatile 24×7 casual collection. The 360-degree campaign titled ‘It’s Got To Be Bata’, features Bata India’s new brand ambassador Disha Patani.
The campaign is conceptualized by contract advertising. It lives up to the proposition of a versatile 24X7 casual collection as it follows Disha Patani to effortlessly step into different roles she dons during the day. Be it an action scene in a shoot or talk show or from a house party to a casual stroll outside, showing the proposition, whatever may be the occasion, it’s got to be Bata.
What further gives this campaign a unique edge is the catchy lyrics ‘It’s Got To be Bata’ of the background score that has been penned by the renowned lyricist Amitabh Bhattacharya.
The new 24×7 casual collection has been designed keeping in mind the evolving needs of the modern Indian woman whose footwear needs to be evolved during the pandemic. Pre-pandemic shoppers were looking for footwear for different occasions, but today, they look for the versatility of styles that can work across occasions. Both the collection and the campaign derive inspiration from the versatile roles that women play today while never compromising on style. 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. The collection, therefore, presents a diverse range of stylish, casual shoes that can enable women to hop from one occasion to another, anytime, anywhere.
Speaking on this new campaign and TVC, Bata India’s managing director and CEO Gunjan Shah said, “Casualisation has become a big trend over the last couple of years. Consumers now seek styles that are versatile enough to take them through multiple occasions in a day. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes.”
“The 24×7 casual collection is curated keeping in mind the various roles that women play throughout the day for which they need versatile casual shoes to effortlessly move from one occasion to another. It features Bata, Bata Red Label, Bata Comfit and Naturalizer brands, with artisanal styled heels, wedges & trendy sneakers with hues of colours that can be matched with any occasion, anytime, anywhere. 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”
Talking about the association with Bata, Contract India chief creative officer Sagar Mahabaleshwarkar 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 of trends – be it casuals or sneakers or formals. With this campaign, we had an interesting opportunity of taking the brand journey forward. From the journey that started with the ‘Surprisingly Bata’ campaign in 2018, it was time to take a more confident and bolder stance. Association with Disha has helped bring about this transition, she personifies the attributes that we want Bata to represent today – stylish, glam, young, more confident and bold. The campaign is beautifully supported by lyrics crafted by Amitabh Bhattacharya, one of India’s ace lyricists.
The lyricist for the campaign, Amitabh Bhattacharya 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 towards its growth. Bata was launching a new range of womens’ shoes that were versatile and could be worn to multiple occasions and wanted my help in crafting a jingle for this launch campaign. While writing, I made sure that the lyrics resonated with the young Indian women of today. The jingle had to be catchy and hummable and also deliver a certain attitude & confidence. That’s why the refrain, “Bata Nahi Toh Aur Kya? It’s Got To Be Bata!”
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.
