By SALONI DUTTA
Woodland, one of the oldest outdoor adventure brands in India, has announced its new campaign for summer that leads with the thought ‘Find Your Adventure’. Shot in and around Los Angeles, USA, the campaign is built around the central idea of endless adventure. “To us, exploration is more than being out in the wild. It is discovering and celebrating the unknown everyday. It is a journey that never stops inspiring us daily. This particular campaign talks about the fact that you can have an adventure in the city itself,” says Harkirat Singh, MD Woodland. The theme of the TVC is built around the brand’s iconic exhortation to ‘Explore More’ and to empower explorers everywhere with passion and motivation. Hollywood rock band The DayLights composed a high octane track, “Better Watch out for Us” inspired by the visuals in the film, creating a positive and motivational vibe for the film. The campaign is built around a 30- and 60-second version of the commercial for TV and Cinema as well as a 1-minute version for Digital. In addition, the campaign will come to life in a complete through-the-line offering, including mobile, retail, activation events and Print.
The rise of e-commerce has led to widespread availability of the brand. Commenting on Woodland’s presence in the market, Singh says, “We are available on all platforms, from e-commerce websites, multi-brand stores and Woodland exclusive stores. E-commerce is giving us a fast increase of sales and there is a lot of buzz around it. The brick and mortar stores are also increasing in number; last year we added around 80 stores pan-India to increase penetration.”
Research shows that there is a growth potential in the segment and the rise of adventure culture, especially among the youth, tends to supplement this growth. “Year-on-year, we grow almost about 15-20% and the market is also growing at a similar pace of around 20% every year,” adds Singh. There is also demand for newer kind of products. For instance, Woodland specializes in footwear and apparels and we were not selling backpacks, tents, sleeping bags; but seeing a demand for these products, Woodland capitalized on the opportunity and started producing these as well,” Singh says.
The consumer profile has also altered considerably. “When Woodland entered India, there were just a few customers for our product line and these were mainly youngsters. Today, we see that a young kid of around 12-years of age is as interested in these sports and buying our products as is a middle-aged customer. Fitness has increased. The market has grown for us in terms of age group,” feels Singh.
With the new campaign launched, the brand is looking at putting in more effort and bringing superior products with technology to supplement the growth in the category. On future plans, Singh says, “Some of the things we are working on are technical fabrics and also shoes that are waterproof and skid-proof with patented technology to help meet a burgeoning market need.
Our aim is to upgrade the products technically and give the customers the best they can get. We are working on unique technologies like Woodland Advance Cell Block Technology, Wet Wick Collection, Aqua sorb and Pure Green and in the next few months will launch a couple of them in our stores.”
Feedback: saloni.dutta@exchange4media.com
