Today, when India and the world is grappling with fear and uncertainties, with the ending of four Lockdowns, the country is taking steps to live and adapt to the New Normal. This requires one to relook at our ways, our beliefs, our attitudes and while we do this, Wildcraft believes we should use our passion as fuel and propel ourselves to embrace the uncertain – says India-born Wildcraft through its inspirational anthem ‘Hain Taiyaar Hum’, which enables and equips Indians, to step out with confidence and be ready for anything.

Hain Taiyaar Hum beautifully captures India’s vibrant diversity, indomitable spirit and its zest for life. Composed by Abhishek Arora, sung in the uplifting voices of Nooran Sisters and conceptualized by Ogilvy India, the anthem aims to empower Indians to be prepared for the New Order with a blend of safety, style and self-belief.

Wildcraft’s brand philosophy has always been to encourage people to “rekindle the explorer within each of us, by embracing the uncertain” and the anthem through its powerful track, appeals viscerally to all of us to take the road less travelled!

Talking about the anthem Gaurav Dublish, Co-Founder, Wildcraft India states, “We genuinely believe that each one of us has it in us to use these trying times as an opportunity to take a fresh guard and resurrect ourselves with a renewed zeal for life. The ‘Hain Taiyaar Hum’ campaign is our clarion call to our nation to step-out with confidence as we help them equip themselves to follow their passion. As part of our commitment to enable people rekindle the explorer within, Wildcraft – an Indian-born head to toe outfitter, that pursues MAKE IN INDIA truly in spirit, is equipping Atma-Nirbhar Bharat to set the tone for the world.”

Siddharth Sood, Co-Founder, Wildcraft India, further adds, “In 2016, we forayed into the Tactical & Safety Gear category and have recently innovated the ‘Wildcraft Supermask™’. The Supermask™ offers a proprietary filtration system for three types of particles and adheres to the Bureau of Indian Standards of quality and safety. We strongly believe that what is today a health crisis, and is evolving into an economic crisis, will also turn into a global environmental crisis with the mammoth non-biodegradable disposables being left behind in its wake. At Wildcraft we have worked on revolutionary technologies, that provides an exceptionally safe, stylish, reusable and hence an environment-friendly solution, at incredible prices. To ensure Supermask™ is easily accessible to every citizen, we have also ramped up our distribution & are available across 1000+ cities, in 1,00,000+ retail points-of-sales across India. Additionally, we have also partnered with multiple platforms to augment our ability to create access & awareness in these unprecedented times.”

Ensuring that the inspiring anthem reaches every citizen across the length and breadth of the country, it will be released in seven languages – Hindi, Marathi, Bengali, Kannada, Tamil, Telugu and Malayalam. This high-decibel 360-degree campaign will run across Television, OTT, video sharing platforms, social media and music streaming platforms across India.

Piyush Pandey, Chief Creative Officer, Worldwide and Executive Chairman, Ogilvy India while commenting on the campaign says, “Masks are a physical necessity. But human beings also have an emotional necessity to step out and explore the world. The product – Wildcraft Supermask™- fulfils the first physical necessity by providing a very safe mask. The communication takes on the task of the emotional need to explore and to actualise. I am very happy with the communication package that Ogilvy Bangalore has put together.”

Campaign Credits

Creative Agency: Ogilvy India | Media Agency: Mindshare | PR Agency: Genesis BCW

Singer: Nooran Sisters | Lyricist: Shailender Singh Sodhi (Shellee) | Music: Abhishek Arora

Wildcraft is a brand born for the open air. Whether it’s a hill or a mountain, the forest or the countryside, the great outdoors can invigorate you like no other, and Wildcraft – Asia’s leading head–to–toe outfitter – equips you with the means to experience it. With deep investments in building manufacturing expertise across Karnataka & Himachal Pradesh, Wildcraft commands a leading position in the outdoor and tactical gear space on the back of R&D led product-innovations, distribution and an exceptionally credible brand positioning.

Wildcraft India, headquartered in Bangalore with manufacturing plants in Bangalore (Karnataka) & Solan (Himachal Pradesh), is an Indian-born outdoor and tactical gear firm incorporated in the year 1998. Since its inception 22 years back, the company has transitioned from a hobbyist ‘garage’ brand to a Rs. 1000cr revenue firm committed to enabling and enhancing India’s pursuit of the great outdoors. Wildcraft India’s product portfolio includes winter jackets & rain-cheaters, bermudas & convertibles, outdoor tees & shorts, all terrain shoes & sandals, versatile backpacks & duffels, tactical rucksacks & combat kits, trekking & camping accessories, & today hazmats & respirators for pursuits like travelling, backpacking & trekking.

The company caters to the diverse needs of the country with a portfolio of three brands –

– Wildcraft, for the backpacker in each of us,

– Wiki, for the artist in each of us

– Torque, or the migrant in each of us.

Keeping the business’s philosophy of “rekindling the explorer, & embracing the unknown” at its heart, the company has forayed into various unchartered categories.

Wildcraft India products are designed to work with, & not against, the elements and are available in over 200 exclusive stores and 1,00,000+ multi-branded stores in over 1000 cities in India & across the globe.  Wildcraft’s astute R&D capabilities were recently put to test by the India Defence establishment.

After three years of rigorous research, and multiple user-testing and samplings across extreme conditions, Wildcraft has designed and developed, for the Indian Armed Forces a technical rucksack after rigorous research and development efforts has been selected for supplies to the Indian Army.

YouTube Link that garnered 10 Million Views: https://youtu.be/dolDnSzIZbQ