MAM
Power-exclusive brand outlets make a powerful entry into India
Mumbai: Bata India is set to redefine the sports shoes and activewear landscape with the relaunch of Exclusive Brand Outlets for sportswear and lifestyle brand ‘Power’. Headquartered in Canada, Power is known worldwide for its high-performance sports shoes and apparel. This pivotal shift is a strategic business decision, driven by the increasing popularity of athleisure and the adoption of an active lifestyle by modern Indian consumers.
Speaking on the occasion, Bata India managing director & chief executive officer Gunjan Shah said, “Power is a globally admired brand with a strong international presence. Recognizing the increased demand for athleisure in India, we decided to open Exclusive Brand Outlets for Power to offer a world-class shopping experience to our fitness-conscious consumers. With these new stores, we are making international technology-led footwear and apparel accessible to all. We aim to open 50 Power EBOs by the end of 2025.”
Bata Group Pietro Schira, chief brand officer, said, “The entry of Power EBOs in India marks an exciting chapter for Power, strengthening its global presence. The outlets will provide Indian consumers unparalleled access to our innovative products, satisfying local demand for international technology with high-quality performance shoes and apparel.”
The new store boasts of the latest and the most innovative products that offer high rebound, shock absorption, extended comfort and stability for various fitness activities like running, walking or training. The flagship offering under running, Power XO Rise+ features a unique technology in the midsole formulation that provides 25 per cent more rebound and also gives shock absorption through tunnel technology.
The Power Exclusive Brand Outlet is designed to create an immersive shopping experience, allowing customers to explore and indulge in the brand’s innovative offerings. To elevate customer experience, it offers global tech experience with digital receipts, Lift & Learn, and Omni-channel deliveries.
Visit your nearest Power store or shop the entire collection at bata.com.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
