Wildcraft: Wildcraft Supermask – New Face For The New Normal

Aditya Satheesh, Vaishak Prabhakar , Ananth Nadiger, Vijay Menon

Indian outdoor apparel brand Wildcraft began producing its Supermask and ran a TV and social media campaign to normalise mask-wearing.

Campaign details

Brand: WildcraftBrand owner: WildcraftAgencies: Mindshare, OgilvyMarket: IndiaIndustries: Clothing & fashion retailMedia channels: Social media, Television, Virtual & augmented reality, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

The goal was to awareness for the Wildcraft Supermask while India was in lockdown, educate the nation on the importance of masks during the COVID-19 pandemic and prepare India for a new normal using the message, 'Hain Taiyaar Hum' ('we are ready'). To address an immensely diverse country we identified sentiment and behaviour across strata and...

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