Woodland to be aggressive on ProPlanet initiative for its outdoor gear

Harkirat Singh, Managing Director, Woodland, says the brand is focussed on keeping its brand message aligned with the product line that caters to the outdoor enthusiast

by Dolly Mahayan
Published - Jun 4, 2019 9:09 AM Updated: Jun 4, 2019 9:09 AM
Harkirat Singh

Outdoor gear brand Woodland is looking at taking their initiative ProPlanet further with their new 'Bring Your City Back' campaign. The brand is focussed on keeping its brand message aligned with the product line that caters to the outdoor enthusiast. According to the company, the initiative that spreads the message of collecting plastic waste wherever one travels to fits in their brand motto of being a sustainable fashion outdoor brand.

Under the initiative, the brand stores are also being revamped to zero carbon footprint ones. The brand believes getting a celebrity face would take the attention away from the product and its brand motto. “Our products and campaigns speak for us. ProPlanet is an initiative that would spread the awareness of our brand motto,” said Harkirat Singh, Managing Director, Woodland. The brand that already has about 5 zero carbon footprint stores, plans to push the number by another 25 by the end of the fiscal year.

Explaining the concept of the zero carbon footprint store, Singh said, “One of our stores have wood from the rail-track; a rustic one but bang-on in the brand theme. We love experimenting with our products and processes and have always received a good response from the consumers,”

According to him, “Such initiatives of-course cost more (at least 25 – 30 %) but we invest in the brand spirit especially because all of our stores are on a CO-CO (Company Owned & Company Operated) model and thus, we have the leverage as well as capacity to experiment”.

“Our Target Audience is youth. The brand theme has always been floating in the Outdoor and ProPlanet space, the multiplicity and varieties of messaging ensure the connectivity, engaging and ever-growing”, Harkirat said.

Explaining further about the ProPlanet initiative, he shares there’s a special product line in the context. “This is primarily an apparel collection that is eco-friendly, since, the fabric for this has been developed out of Pet bottles that have proved to be a hazard for the environment for the last few years. Developing such a fabric is task consuming (cost as well as time), but we don’t mind, but rather believe that investing is part of our ProPlanet initiative”.

Instead of spending a huge amount on TVCs the brand believes in having, integration with popular adventure shows like Roadies and others. “Television has always been strong with MTV and Discovery as the core. However, this season we took to that aggressively by partnering with GECs like Colors (for Khatron Ke Khiladix), and HistoryTV, while few more are under discussions”, he said.

"OOH has been there since inception and we have always followed selective but core sites”, he added.

Citing the reasons why the brand has never roped with any celebrity as the face of the brand, he explained, “We are an outdoor brand and the safety of the explorers is our prime objective. And thus, our products remain our hero. However, we do honour and seek the support of real-life explorers while developing and improving our products and thus, have an ambassador programme. As part of this programme, we take on board and honour real-life explorers in the likes of Padma Shri Loveraj Singh Dharamshaktu (The first ever Indian to have climbed Mt. Everest for the Seventh Time), Ajeet Bajaj (The first Indian Skier to complete the Polar Triology), Paras Loomba (empowering villages of Ladakh region with Solar Power) and many more.

We also run a print campaign with them under an initiative, ‘Sole of the Bold’. These are partners who have helped us develop, improve our existing products basis their lifetime experience and usage of our products.

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