Woodland urges consumers to 'earn their sweat'

With a new print campaign 'earn their sweat', Woodland is on the aggressive in India, and has upped its marketing spends from 5-6 per cent of sales to 10 per cent, this year.

e4m by Deepika Bhardwaj
Updated: Jun 9, 2011 11:09 AM
Woodland urges consumers to 'earn their sweat'

Come summers and all you want to do is sit in your home under the air conditioner and chill with a cool drink in your hand. But that’s exactly what Woodland does not want you to do. With its brand new Summer Collection 2011 hitting stores, the brand is asking its consumers to bring out the real adventurer in them, engage with the sun and sweat it out through their brand new - 'I will earn my sweat today' campaign. Shot at multiple scenic locations in Cape Town, South Africa, the ads are already out in leading dailies and magazines.

Explaining the idea behind the campaign, Harkirat Singh, Managing Director, Woodland, says, “Woodland is all about adventure and outdoors and we wanted to team that up with the idea of earning your sweat as people are reluctant to go out and have fun in summers. This is holiday time and through our summer campaign, we are asking people to get out of their comfort zone, face the sun, go out on beaches, mountains and explore the real adventurer in them. People buy fewer products in this season; the idea is to tempt them through the campaign. We chose South Africa for this campaign as the country is known for its adventure sports”

Woodland is also promoting itself strongly through the mass media by sponsoring current seasons of 'adventure and outdoor' shows like Khatron Ke Khiladi and Roadies. The campaign that was launched in May will run till July. The TVC, based on the same theme and already shot in South Africa, will be released towards September with little additions relevant to the winter season. Many outdoor activities and events are also being organized by the brand to reach out to the consumers.

The marketing spends for the brand, which has been six to seven per cent of sales earlier, has been upped to ten per cent this year. Elaborating more on the same, Harkirat explains, “We have partnered with shows like Roadies and KKK4 and organizing adventure activities across India in Malls and colleges. We are also taking our consumers for excursions like river rafting and trekking to expose them more to the brand and also bring them closer to the environment. This is the right time for us to grow as there is lot of interest of consumers in adventure activities, it thus become imperative for us to promote the brand. 70 percent of spends will still be towards television and print while the rest will be divided between digital and on-ground.”

Karishma Advertising, a unit of Lowe Lintas has created the print campaign for the brand and will also be working on the TVC. Ashwarya Yadav, Senior Brand Servicing Manager, Karishma Advertising explained the creative concept behind the campaign, “Summer is a discomfort for everyone and the biggest problem is sweat. We wanted to bring out the woodlander attitude and link it with sweat. A woodlander wouldn’t shy away from sweat, be proud of it and earn it. That’s the message that is conveyed through the campaign.”

Elaborating further on the uniqueness of the campaign, Ashwarya says, “The campaign itself is very different. When all other brands are asking people to stay inside and enjoy summers, we are asking them to step out, face the sun and sweat it out. We are encouraging them to actively participate in sports, experience the moments of excitement, thrill of adventure and earn their badge of honor, saying 'I will earn my sweat today' aloud."

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