Contract India wins global creative mandate for footwear brand Bata

Contract India, a part of the Wunderman Thompson network has won the global creative mandate for footwear brand Bata.

Contract will become the global strategic and creative hub for Bata in key geographies in Asia, Latin America, Europe and Africa, supported by other companies within Wunderman Thompson. 

Contract had created the ‘Surprisingly Bata’ campaign in 2018, revitalising the image of the brand that sometimes found its long legacy in markets like India, working to its disadvantage, since it was considered old fashioned and primarily associated with school and formal footwear.

The campaign worked very well for the brand in India and in its country of origin – the Czech republic. 

Commenting on awarding the mandate to Contract, Bata Group chief marketing officer Isabelle Sakai said: “Contract India is a key strategic and creative partner for Bata India. 

“‘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’ across the Bata world, smartly adapting the idea to capture local nuances of consumers insights. We are looking forward to a great partnership beyond India.’ 

Contract India CEO Raji Ramaswamy added: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 across markets.”

Wunderman Thompson chairman and group CEO Tarun Rai said: “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.”

Contract India chief creative officer Sagar Mahabaleshwarkar said: “Winning this pitch strengthens our belief that clients are recognising 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.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing