Ogilvy and Wildcraft gives New India’s defining anthem ‘Hain Taiyaar Hum’

Bengaluru: Today, when India & the world is grappling with fear and uncertainties, with Lockdown 4.0 coming to an end, the country is taking steps to live and adapt to the New Normal. This requires one to relook at our ways, our beliefs, our attitudes & while we do this, at Wildcraft we believe we should use our passion as fuel, & propel ourselves to embrace the uncertain, says India-born Wildcraft India through its inspirational anthem ‘Hain Taiyaar Hum’, which enables & equips Indians, to step out with confidence and be ready for anything.

Hain Taiyaar Hum beautifully captures India’s vibrant diversity, indomitable spirit and its zest for life. Composed by Abhishek Arora, sung in the uplifting voices of Nooran Sisters & conceptualized by Ogilvy India, the anthem aims to empower Indians to be prepared for the New Order with a blend of safety, style & self-belief.

Wildcraft’s brand philosophy has always been to encourage people to “rekindle the explorer within each of us, by embracing the uncertain” & the anthem through its powerful track, appeals viscerally to all of us to take the road less travelled.

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 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™’ W95. The Supermask™ W95 offers a three-layered filtration system and adheres to the Bureau of Indian Standards of quality & safety. 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 provides an exceptionally safe, stylish, reusable and hence an environment-friendly solution, at incredible prices. To ensure Supermask™ W95 is easily accessible to every citizen, we have also ramped up our distribution & are available across 1000+ cities, in 1,00,000+ retail points-of-sales across India. Additionally, we have also partnered with multiple platforms to augment our ability to create access & awareness in these unprecedented times.”

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. This high-decibel 360-degree campaign will run across Television, OTT, video sharing platforms, social media and music streaming platforms across India.

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™- fulfils the first physical necessity by providing a very safe mask. The communication takes on the task of the emotional need to explore and to actualise. I am very happy with the communication package that Ogilvy Bangalore has put together.”