Adgully Exclusive | TVC tries to capture a moment of fear or ultimate thrill in an adventurer's life: Woodland's Harkirat Singh

Woodland shoes has an extensive range of adventure shoes. Its branding is particularly targeted at the most adventurous and daring amongst us. There are very few of us who undertake adventure for real, while most of us watch it on TV, missing out on the actual thrill and ecstasy attached to any adventure sports. Real fear or Real thrill is always better experienced than just imagined or admired.

Harkirat Singh, Managing Director, Woodland says that the TVC tries to capture a moment of fear or ultimate thrill in an adventurer's life. And while doing so tries to convey that it's never felt the same way if you are watching it on TV or enjoying at a picture in a magazine.

Singh explains that the brief given to the agency was to capture a moment of ultimate thrill in an adventurer's life, and yet to convey that it's never felt the same way if one is watching it on TV or looking at a picture in a magazine.

He further emphasizes that Woodland is celebrating the extension of its 'Earn my Sweat' campaign which aims at recommending people to shun their inhibitions and step out to take in a whiff of the summer. No Doubt, they will sweat; No Doubt, they will feel hot; But that's the spice of the season. The technologies used in the collection are proven to keep the outdoor enthusiast protected from harmful ultra violet rays and keep him drier in all strenuous outdoor activities.

The films have been shot in Australia and have been directed by Ian Kenny of Film Headquarters, using actual adventure athletes. Woodland as a brand stands for the true spirit of adventure and urges its users to live that spirit and indulge in adventure for real. This message was successfully conveyed by the advertisement.

Singh takes time to explain that this commercial is different from the previous one because of it is simple. .. "For this TVC the theme is simplistic and real. Experienced fear or thrill is always superior to just imagined or admired thrill. With this advertisement, the brand wants to communicate real experience of adventure and not just showcase it. There were no hitches in the communication plan; we achieved what we wanted to communicate to the audience that was the real thrill of adventure. Woodland as a brand believes in clear communication to its target audience."

He goes to tells us that Woodland has always maintained that the major target audiences for the brand are adventure enthusiasts, and the youth. Sharing his marketing vision for the future he says "To sustain in complex market like India a brand has to make constant efforts to connect with their customers. With the changing dynamics of the customer's lifestyle we incorporate promotional activities in our marketing plan. At Woodland we follow a 360-degree marketing approach for every launch and currently giving a boost to social media. A dedicated social media team is in place, which informs the customers about the latest launches and products available. Woodland also introduced a foursquare

application last season and advertises extensively across print, electronic, outdoor and online mediums. Most of the advertising is focused oriented channels like MTV, Channel V, UTV Bindaas, Discovery, and National Geographic. We also organize in-store activities on regular basis and we are always working towards creating an interactive platform where we can discuss issues related to nature & the

environment around us. We share our passion with the community for social causes, which defines us as a company. Our ultimate goal is to inspire the youth of today and increase their participation in the conservation of nature. We wish to share this philosophy and involve our customers in exercising the same. These campaigns help us to communicate and connect with our customers, as it is crucial."

So do you dare "To Dare" with Woodland¦.