Wildcraft India has launched a new campaign titled ‘Adventure ready’ in an attempt to rekindle the explorer within every individual. At its heart lies the ethos of being ready for anything, which furthers the brand’s positioning of empowering outdoor enthusiasts to embrace the unknown.
"The campaign is more than just a showcase of our head-to-toe product solves; it underlines our commitment for everyone to explore the world with confidence," said Siddharth Sood, co-founder of the company. It tries to do this by inspiring and equipping people with multi-purpose and multi-utilitarian offerings across weather, terrain, and durations.
Just before the campaign kicked off, the outdoor company also unveiled its latest content creation, Wildcraft Storyboard. This initiative aims to produce a series of content capturing the essence and adventurous spirit of every backpacker. The 360-degree campaign will be rolled out pan-India across leading print and digital media from May.
The first film in this series, ‘Holi In the Himalayas’, captures the journey of a solo backpacker who decides to seize the moment and spontaneously boards a bus to Sangla in Himachal Pradesh, fulfilling a long cherished dream of partaking in the local Holi celebrations.
Campaign’s take: Solo travel in India is experiencing rapid growth, fuelled by a growing desire from Gen Z travellers seeking distinctive travel adventures. Wildcraft's campaign has captured the essence of restlessness that these backpackers embody, where they often take snap decisions about destinations they want to visit. Hearteningly, it focuses on the lesser-known Holi celebrations in remote Sangla rather than succumbing to showcasing popular festivities in Rajasthan, which constitute many a tourist’s checklist. Hopefully, the upcoming ads in the series showcase women travellers, a rapidly expanding cohort, as well as other unheard-of places in India.
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