Today’s women move across roles in a single day: Bata’s Badri Beriwal 

Bata India is sharpening its focus on younger consumers and digital discovery with the latest phase of its ‘Make Your Way’ campaign, featuring actor Sanjana Sanghi and spotlighting the brand’s Victoria Ballerina range.

The campaign positions the classic ballerina silhouette as footwear suited for modern lifestyles, where consumers often move between multiple roles and settings throughout the day.

“The core insight behind ‘Make Your Way’ was very simple: today’s women are constantly moving between roles, be it work, college, social life and personal time often within the same day,” said Badri Beriwal, Chief Strategy and Business Development Officer at Bata India.

He added that footwear therefore needs to combine comfort with versatility without compromising on style.

The Victoria Ballerina line, which forms the centrepiece of the campaign, retains the classic design while incorporating comfort-led features such as enhanced arch support, cushioned soles and lightweight construction.

Bata’s renewed focus also reflects a shift in its consumer base. According to Beriwal, the brand’s average consumer age is now around 32, indicating a growing share of young, urban and style-conscious buyers.

“Bata has always been trusted across generations, but today a large part of our audience is young, urban and style conscious,” he said, adding that the company is increasingly focusing on design-led categories, lighter silhouettes and everyday styling suited to modern lifestyles.

The campaign is being rolled out through a mix of digital, traditional and retail channels. While television continues to provide scale, Beriwal said discovery is increasingly happening online.

For the campaign, Bata is using platforms such as Spotify, JioCinema and NoBroker, alongside social media, influencer-led storytelling and in-store visibility. Outdoor advertising in high-footfall urban markets is also part of the media mix.

“Our media strategy today is far more integrated than before. The idea is to create multiple consumer touchpoints where the product can be discovered, experienced and ultimately purchased seamlessly,” Beriwal said.

Digital and social platforms have also become central to Bata’s growth ambitions. The company is targeting 20–25% growth through digital channels in 2026, supported by closer integration between content, commerce and its omnichannel retail network.

“Whether a consumer discovers Bata online or in-store, the experience needs to remain connected and seamless,” Beriwal said.

The campaign also marks Sanghi’s association with the brand. Bata said the actor was chosen for her resonance with younger audiences and her association with youth-focused initiatives.

Looking ahead, the company indicated that purpose-led storytelling will increasingly shape its marketing approach. Beriwal said consumers today want to understand what brands stand for beyond just the product.

“For Bata, the purpose has always been rooted in everyday life creating footwear that is comfortable, durable and stylish for millions of consumers,” he said, adding that the brand aims to reflect how people live and move through modern contexts rather than chase short-term trends.