Very recently, Power, Bata’s fastest-growing athleisure brand in India, unveiled its 'Stronger Inside’ campaign at the Paris Olympics 2024 with Indian wrestler Nisha Dahiya. Spurring her dreams of taking on the global stage, the campaign signifies that champions aren’t made in a day – it takes years of training, countless sacrifices, and unwavering determination. As part of this campaign, she is seen training with the latest Power Energy Collection and Power Acti-wear range, which are backed by international technology and are extremely lightweight.
In an exclusive conversation with Pietro Schira, Chief Brand Officer, Bata Group, and Deepika Deepti, Head of Marketing, Bata India, Everything Experiential explores the promising future of Power as a brand. On the back of the ‘Stronger Inside’ campaign and the groundbreaking Power Energy Collection, they share insights on democratising fitness, empowering consumers with cutting-edge technology, the brand's vision for growth in India's dynamic athleisure market and how Bata is reshaping fitness culture in India and beyond.
Edited excerpts:
How do you foresee the future of Bata’s brand, Power, in India?
Pietro Schira: India is a pivotal market for us, both for Bata as a whole and Power specifically. It’s our leading market globally, and we’re thrilled that India is the first to pilot these new concepts aimed at democratising fitness. As the trend of premiumisation grows, we are committed to offering our consumers a more elevated experience, combining innovation and affordability to truly redefine what fitness means.
The future of Power in India looks incredibly promising, and we’re confident in its potential as a global brand with a strong presence across all regions. What excites us the most is the opportunity to make cutting-edge sports performance technologies accessible to a wider audience.
We also see tremendous potential in embracing a holistic view of fitness. Our campaign narrative, ‘Stronger Inside’, is centred on the balance between inner motivation and outer performance. It’s not just about building muscles or improving speed—it’s about tapping into the inner drive that fuels the journey toward a stronger, healthier self.
Can you share the concept and thought behind the new campaign ‘Stronger Inside’ for the launch of the brand new Power Energy Collection?
Deepika Deepti: Power is our fastest-growing brand. We believe that the right sporting gear acts as a motivational partner in the pursuit of an active lifestyle. With the growing demand in the athleisure segment in India and the inclination of customers towards adopting a healthy lifestyle, the ‘Stronger Inside’ campaign captures the insight that when it comes to consistency in fitness, the Power inside is always stronger than any challenge outside.
The latest range of Power Energy shoes is truly transformative packed with global technology that offers 25 per cent energy return, breathable upper mesh and starts at just Rs 2,999. We have also re-launched the Power EasySlide collection in a new avatar, which has already become one of our best-selling ranges, appealing to those who value both convenience and comfort in their footwear.
In the fitness segment, Power carves its own niche, attracting active lifestyle enthusiasts who believe in the pursuit of physical activities as a means to enhance overall well-being, and fostering stronger mental and physical health. We want to encourage progression over perfection and boost confidence as individuals take on their fitness journey.
How many countries is Power present in currently?
Pietro Schira: Power is currently present in over 50 markets worldwide, spanning across Latin America, Europe, Africa, Asia, and India. It truly has a global presence, reaching consumers all around the world.
Who is the TG of the campaign and the Power Energy Collection?
Deepika Deepti: All active enthusiasts. Individuals who want more from their lives, the ones who are always on the go, juggling between responsibilities yet are looking to explore the world of fitness. People who are health conscious and prioritise a healthy lifestyle and overall wellbeing. These are the people who are seeking comfortable yet stylish products that seamlessly integrate with their active lifestyle.
These individuals are often influenced by fitness influencers, health trends, technology, and social media, they believe in demonstrated technology and are looking for affordable options to complement their fitness journey.
How is Bata leveraging digital media and technology to promote the campaign?
Deepika Deepti: We have employed a full-funnel media strategy to amplify the campaign, with significant investments across digital channels. Ahead of the campaign, we collaborated with wrestler Nisha Dahiya, supporting her Olympic journey. We are also collaborating with fitness trainers across the country like Yasmin Karachiwala, Anshuka Yoga and others to enhance our campaign’s reach and to position Power Energy as a preferred choice of fitness enthusiasts.
What is the USP of the Power Energy Collection designed in Canada, backed by global technology?
Deepika Deepti: We are taking a glocal approach. The technology in the shoes is truly transformative as it has stemmed from years of research in Power’s Canadian research institutes. The latest Energy Collection is designed keeping in mind the needs of Indian consumers who are looking forward to adopting an active lifestyle.
The Power Energy Collection features performance-based shoes that are incredibly lightweight and engineered to enhance every step of your fitness journey. The collection brings the best of three - culture, a blend of style and comfort, and seamless performance.
The Energy Pro model stands out with its SuperCritical XORise+ technology, offering 25 per cent more energy return through the brand’s most responsive midsole, making it perfect for those seeking a fast-paced shoe that delivers a spring in every step. For everyday runners, the Energy 500 blends comfort and energy return with a durable, breathable 4D-engineered tech mesh upper. The Energy 300 is the ideal choice for active enthusiasts needing stable and responsive training shoes, incorporating Ortholite and XORise+ technology for versatile workouts. Additionally, the latest EasySlide launch redefines convenience with a design that allows effortless sliding in and out of the shoes without using your hands, all starting at Rs 1,699.
What is the global strategy and marketing objective behind the new campaign and the Power Energy Collection?
Pietro Schira: The global strategy is to make cutting-edge global technology accessible to all, offering breakthrough products at wow prices. What makes the Power Energy Collection unique is leveraging the right materials, implementing technology, and designing at our Canadian labs to create a collection that meets the diverse needs of Indian consumers.
Deepika Deepti: There is a burgeoning passion for fitness among Indian consumers and we want to be their partner in this journey. The marketing objective is to position Bata as a leader in the fitness footwear category, empowering consumers with innovative, high-performance products that are both affordable and accessible.
What kind of research went behind the introduction of the Power Energy Collection?
Pietro Schira: The introduction of the Power Energy Collection was driven by extensive research into the rising athleisure market in India. While there is a rising demand, there is a significant gap - advanced technology footwear is often priced out of reach for many consumers. The same technology is offered at double or triple the price points by other international brands in the country. Recognising this, we focused on developing a collection that brings cutting-edge technology to Indian consumers at affordable prices, fulfilling the need for accessible, high-tech fitness footwear.
What are the recent developments and innovations at Bata?
Deepika Deepti: There’s always something exciting happening at Bata. We have opened our first two Exclusive Brand Outlets (EBOs) for Power and plan to take the count up to 15 stores by the end of this year. We have also launched Power Apparel in over 70 Bata stores across India.
We are on an expansion journey. Did you know that Floatz, one of our fastest-growing brands is truly made and designed in India? It has seen great results in just two years of its launch – crossing the 150 crore+ mark.
One of the most exciting launches this year was the launch of Nine West at Bata India. Nine West, born in New York City and thriving globally, is one of the most loved footwear brands in the world. With its entry in India exclusively in partnership with Bata, we will continue to make truly off-the-runway styles accessible to all.
And, we are working on a really insightful and forward-looking campaign for the festive season – so stay tuned!
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