Bata has introduced poignancy in their narrative and brought a fresh change in the picture by telling a story to spread their message.
This time 'round, the advertisement takes a child's curiosity and make him do something good for a lesser privileged child. The ad shows a young boy who is coming home after shopping with his family. When they get home, they are greeted by the security guard and his young son who looks intimidated or maybe shy. The child goes home, think about what he had seen and decides to give his Eid shoes to the other kid.
The good thing about this ad is that it does not show an in-your-face good deed. Even though we have guessed what will happen in the end, we do not feel exasperated. It is a nice, emotional ad which touches all the right cords. Directed towards children, it works as a call-to-action asking them to use their curiosity in the right places and make someone feel good. Kids are curious, they are observant and question when they seem something out of ordinary or alien to them. Taking that up to build a nice narrative, this is what Bata has done. Reminds me of that Blue Band ad which tells you that their butter will make you taller. I have kids in my family who imitated that for months. In short, this strategy does work and it is nothing but nice.