Bata India has unveiled its latest advertising campaign, “Celebrate Every Step,” featuring its brand ambassador and Bollywood actor Kartik Aaryan. This festive initiative is part of the global “Make Your Way” campaign, which celebrates stories of grit and resilience, encouraging individuals to embrace their journeys and successes.
In the ad film, Aaryan reflects on his journey to stardom, showcasing not only his achievements but also the setbacks that have shaped him. The campaign emphasizes the importance of celebrating every aspect of one’s journey. Deepika Deepti, head of marketing at Bata India, noted, “At the heart of ‘Celebrate Every Step’ is a powerful insight—today’s India is about individuals who dare to change their trajectories and make their own way.” This sentiment resonates strongly with the ambitions of modern consumers, particularly youth icons like Aaryan.
Kartik Aaryan expressed his thoughts on the campaign, stating, “This campaign inspired me to pause and celebrate the biggest role I have ever played – Me! This festive season is all about expressing yourself, standing out, and looking fabulous while you’re at it.” His enthusiasm reflects the campaign’s focus on self-expression and style during the festive season.
The ad departs from conventional advertising styles, adopting a dramatized mixed media biography format. Udayan Chakravarty, the national creative director at FCB India, emphasized this unique storytelling approach, drawing from old photographs, archival footage, and personal anecdotes to tell Aaryan’s story. He remarked, “Through ‘Celebrate Every Step,’ we have tried to narrate Kartik’s story of grit that only Bata has the right to tell—having been there with Kartik every step of his way.”
In addition to Aaryan, the campaign features several new-age icons who have carved their own paths to success. These include designer and entrepreneur Masaba Gupta, singer and musician Lisa Mishra, comedian Urooj Ashfaq, and actress Alaya F. Each of these personalities embodies the campaign’s theme of challenging the status quo and breaking stereotypes.
The campaign has generated excitement among audiences, not only for its inspirational message but also for its innovative format that combines storytelling with marketing.
New-age icons Masaba Gupta, Lisa Mishra, Urooj Ashfaq, and Alaya F also feature in the campaign, representing the modern Indian ethos.
Key Highlights:-
- Bata India launches the “Celebrate Every Step” campaign featuring Kartik Aaryan, celebrating individual journeys and resilience.
- The ad emphasizes self-expression and style during the festive season.
- The storytelling approach includes mixed media, archival footage, and personal anecdotes.