Bata India CSO: celebrity marketing must shift from endorsement to evidence for Gen Z

Bata India's chief strategy officer argues brands must blend celebrities, creators and community to win India's 377 million Gen Z consumers. Kantar data cited shows only 15% of brands run focused Gen Z strategies, leaving a wide credibility gap as audiences demand proof over star power.

— Source publishedWed, 27 May, 2026, 22:21 IST·First seen Wed, 27 May, 2026, 22:24 IST·Source Financial Express · BrandWagon

What happened

Bata India's CSO argues celebrity marketing must shift from endorsement to evidence for Gen Z consumers, blending celebrities, creators and community. Cites

Key facts

  • 377 million Gen Z consumers
  • 15% of brands

Why this matters

Scout creator networks, community commerce platforms and influencer-analytics assets that can plug into legacy brands chasing the 377M Indian Gen Z cohort with proof-led storytelling.

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