MAM
Contract India wins the global creative mandate for Bata
MUMBAI: Following a multi-agency global pitch, Contract India has won the creative mandate for Bata Brands globally. The new mandate will see Contract India become the global hub for strategic and creative duties for the European footwear major’s key geographies in LATAM, Europe, Asia and Africa with the support of its group companies within Wunderman Thompson, part of the WPP network that it belongs to. This significant global win comes on the back of the ‘Surprisingly Bata campaign’ that has brought in rich dividends for the brand in India and the Czech Republic. This hugely successful campaign, with Kriti Sanon & Sushant Singh Rajput as brand ambassadors, has been effective in helping Bata communicate its transformation into a fashion forward and contemporary brand from earlier being associated with school shoes and formal wear in India. This move into a fashion & lifestyle space has ensured higher traction with the younger demographic, increased footfalls and consequently, improved profitability.
Speaking on their decision to award the global mandate to Contract, , Bata group chief marketing officer Isabelle Sakai said , ‘Contract India is a key strategic and creative partner for the Bata India operating company. The ‘Surprisingly Bata’ campaign has helped shift consumers perception about the brand, driving footfall to our stores and increasing sales. 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.’
Contract India chief executive officer Raji Ramaswamy said, “We are delighted to be chosen by an iconic brand like Bata to partner with them in supporting their strategy and shaping their communications narrative across markets. Having done some great work for Bata in India, it is truly rewarding to now become the global creative and strategic hub for them which is a significant win for us and probably an industry first. 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.”
Wunderman Thompson South Asia chairman and Group CEO Tarun Rai commented, “Contract has partnered with the Bata India team extremely well to deliver fantastic business results. It is this partnership that gave Contract the opportunity to pitch for Bata’s global mandate. I am truly delighted that we could demonstrate the strength of our network around the world to help win this very prestigious account. I also feel a sense of pride that a campaign created in India is going global and will be executed in so many countries across the world. My congratulations to Raji, Rohit, Sagar and the entire team at Contract.”
Contract India chief creative officer Sagar Mahabaleshwarkar said, “Winning this pitch strengthens our belief that clients are recognizing and appreciating our new approach towards creative thinking. We have managed to provide novel local insights and nuances which helped to create campaigns for each market. I am sure this approach will make a difference to the Bata business and bring consistency across the globe. And I am really looking forward to working on this exciting and challenging assignment.”
Commenting on the win, Rohit Srivastava, Chief Strategy Officer at Contract said, “The challenge of transforming a solid but traditional brand to an exciting & desirable one has been an exciting one; and the effect that it has had on the business is what makes it especially rewarding & fulfilling. It reaffirms our belief & commitment that transformative strategies and expressions must drive not just perceptual shifts but critically, measurable business results as well. We’re excited about partnering them in taking this success across all key geographies, globally.”
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
