Wildcraft attempts to create hope for Post COVID-19 world

Wildcraft Hain Taiyar Hum

The new campaign by Wildcraft, ‘Hain Taiyaar Hum’, attempts to inspire Indians to step out and follow their passion in the post-COVID-19 world.

With Lockdown 4.0 coming to an end, Wildcraft launches an inspirational anthem- ‘ Hain Taiyaar Hum’ to motivate the Indians. Today, when India & the world is grappling with fear and uncertainties, the anthem aims to encourage people to step out with confidence and be ready for anything.

Composed by Abhishek Arora, sung in the voices of Nooran Sisters & conceptualized by Ogilvy India, the anthem urges Indians to be prepared for the new order with safety, style & self-belief.

Talking about the anthem Gaurav Dublish, Co-Founder, Wildcraft India said, “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 & 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 to 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 added “In 2016, we forayed into the Tactical & Safety Gear category, & have recently innovated the ‘Wildcraft Supermask™’. We strongly believe that what is today a health crisis, & 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 provide an exceptionally safe, stylish, reusable, and hence an environment-friendly solution, at incredible prices.”

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.

Also read: Instagram introduces Badges in Live, ads in IGTV

Piyush Pandey, Chief Creative Officer, Worldwide and Executive Chairman, Ogilvy India while commenting on the campaign said, “Masks are a physical necessity. But human beings also have an emotional necessity to step out and explore the world. The product – Wildcraft Supermask™- fulfills the first physical necessity by providing a very safe mask. The communication takes on the task of the emotional need to explore and to actualize. 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