The Woolmark company has entered the next phase of its ‘Grown in Australia Made in India’ campaign. The nationwide consumer-facing campaign will bring to the forefront the farm to fashion journey of Merino wool from Australia to India, and champion both woolgrowers of Australia, as well as handloom sector in India. It aims to connect those present across the wool supply chain including brands, manufacturers and the government, while also allowing consumers to be a part of this beautiful journey.
Capturing the stunning view and landscape of a sheep farm in Australia, the campaign film features Indian Wool Ambassador Shravan Reddy with international model Aleyna FitzGerald, exploring the farm while donning chic Merino wool attire. The progressive relationship between brands in India and Australian woolgrowers is a key highlight, as Indian labels such as Manish Malhotra, Dhruv Kapoor, Dhruv Vaish, Nachiket Barve, Ekaco by Rina singh, Rahul Mishra, Troy Costa and brands including Van Huesen, Raymond Ready to wear, Park Avenue, Color Plus, Ambassador shawls, Shinghora, Zeven, Monte Carlo and Louis Philip have all contributed carefully selected fashion pieces for the campaign video. The overarching theme of cross-country linkage comes to the frontline as the stunning background of Australia and its Merino sheep are juxtaposed with Indian brands and talented actor Shravan Reddy.
The media plan for the campaign will begin with in-film ads in cinemas in October and December. The campaign video will also be featured across national TV channels in November, followed by billboard promotions in Tier I, II and III cities across India. This engaging outreach will be supported by on-going lifestyle magazine adverts throughout the campaign duration.