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.

— Filed Wed, 27 May, 2026, 22:26 IST · Source Financial Express · BrandWagon · Updated

Bata India's CSO argues celebrity marketing must shift from endorsement to evidence for Gen Z consumers, blending celebrities, creators and community. Cites Kantar data showing 377 million Indian Gen Z but only 15% of brands have focused strategies.

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