The nationwide consumer-facing campaign Grown in Australia Made in India by Woolmark Company will bring to the forefront the farm to fashion journey of Merino wool from Australia to India, and champion both the woolgrowers of Australia, as well as the handloom sector in India. It aims to connect those present across the wool supply chain including brands, manufacturers and the Government of India, 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.
“A four-month long project that began in Kullu, the Grown In Australia, Made In India highlights the journey of Merino wool from grassroots to a global level, connecting this versatile raw material to India’s rich culture” said Arti Gudal, The Woolmark Company Country Manager India. “This 360° campaign including television, print, outdoor and digital media will be rolled out progressively in the next three months, tying in Australia’s unique Merino wool fibre and passionate woolgrowers with India’s commercial brands, manufacturers and talented local weavers.
“We wish to implement a positive change along the wool supply chain in India and in-turn increase wool consumption in the market. We are also ecstatic to have had the chance to work with the Government of India and gain their support on this campaign.”
“I am honoured to be a part of the Grown in Australia, Made In India campaign as it not only represents – but also develops – a cultural link between the Australian woolgrowers and Indian craftsmen,” commented Shravan Reddy, Wool Ambassador in India. “The campaign integrates the different aspects of Merino wool, be it versatility, breathability or functionality with fashion pieces that represent the Indian fashion industry. I am excited to share this enriching experience with consumers.”
The media plan for the campaign will begin with in-film advertisements in movie cinemas across Mumbai, Delhi and Bangalore in October and December.