Ad Campaigns
Prajakta Koli adds monsoon punch to Bata’s Floatz clog campaign with a stylish PSA
MUMBAI: When Mumbai rains come knocking, most people reach for an umbrella. But Prajakta Koli is here with a newsflash: it’s time to grab a pair of Floatz instead. Bata India’s latest campaign for its Floatz range has landed with a splash, fronted by content creator and actor Prajakta Koli in the role of a delightfully offbeat news reporter.
Launched on 27 June 2025, the campaign brings a playful monsoon-ready message to the streets and screens. Koli’s PSA — ‘Floatz is your go-to, come rain or shine!’ – sets the tone for a series of tongue-in-cheek scenes where the stylish clogs stand tall in puddles, errands, and even airport fits. Designed with waterproof material, anti-skid soles, and the brand’s proprietary FloFoam cushioning, Floatz aim to put comfort and durability on a collision course with street style.
Retailing from just Rs 1199, the clogs come in breezy pastel hues, promising fashion without soggy consequences. Built with dual-density soles and reliable arch support, they’re pitched as a fuss-free footwear fix for the wet months.
“Much like Prajakta Koli, whose authentic and relatable personality strikes a strong chord with today’s youth, Floatz by Bata is designed to deliver effortless style and comfort at an accessible price”, said Bata India head of marketing Deepika Deepti. “Whether you’re navigating a busy workday or heading out for a casual evening, it’s the perfect all-day companion, especially during the monsoon season”.
Koli added, “Being a true-blue Mumbaikar, monsoons hold a very special place in my heart… It’s like coming home, but in super comfy shoes!”
Floatz is currently the fastest growing brand under Bata’s portfolio and is available at over 1,900 stores across India and on bata.com. With this campaign, the legacy brand is clearly betting on cool comfort and creator credibility to win the monsoon rush.
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.
