Wildcraft's anthem ‘Hain Taiyaar Hum' motivates India to get ready for the new normal

At a time when India and the world are grappling with fear and uncertainty, and lockdown 4.0 coming to an end, the country is taking steps to live and adapt to the new normal. It requires one to relook at our ways, our beliefs, our attitudes and while we do this, we believe we should use our passion as fuel, and propel ourselves to embrace the uncertain, says India-born Wildcraft India through its inspirational anthem ‘Hain Taiyaar Hum’, which enables and equips Indians to step out with confidence and be ready for anything.

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

Wildcraft’s brand philosophy has always been to encourage people to ‘rekindle the explorer within each of us, by embracing the uncertain’ and 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 and 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 to 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, said, “In 2016, we forayed into the Tactical and Safety Gear category, and 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 and 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 provide 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 ramped up our distribution and are available across 1000+ cities, in 100,000+ retail points-of-sales across India. Additionally, we have partnered with multiple platforms to augment our ability to create access and 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, 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."

Credits:

Creative Agency: Ogilvy India

Media Agency: Mindshare

Singer: Nooran Sisters

Lyricist: Shailender Singh Sodhi (Shellee)

Music: Abhishek Arora