Bata pitches a new image, runs into a sticky spot

The footwear brand runs into controversy over its new campaign. Will this help or dent its image?

In its 123 years of existence, European footwear brand Bata has spent 85 years in India. But never has it stirred the pot the way it has done with its latest campaign. Labelled ‘Me and comfortable with it’ the campaign exhorts women to not labour over labels (feminist, optimist and many such) and be comfortable with ‘being what no man can ever be’. However many women are booing the brand online, calling the message about feminism, empowerment and gender problematic. The company says that while all are entitled to their views, much of the response that they have received for