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Beyond the Bale : June 2017
PASSAGE TO INDIA opportunity to dare the actor to perform a series of fitness challenges – which were filmed and uploaded to social media site Instagram – all while dressed top-to-toe in activewear made from Merino wool. All the apparel that Shravan has worn during the promotion comprises wool and wool blends from brands including adidas, Bounipun, Peter England, Louis Philippe, Raymond and Lavos. Shravan Reddy was announced in April as The Woolmark Company’s latest ambassador for Australian wool in India at the India Fashion Forum 2017 trade show, India's largest fashion retail intelligence event. "It is an honour and I am overwhelmed to begin this journey with a trusted not-for-profit enterprise like The Woolmark Company,” said the actor. “The brand has always introduced path-breaking innovations and campaigns that have influenced youth who believe in socio-economic change. An advocate for sustainable fashion, the company is a befitting representation of the striving woolgrowers that form the very core of this iconic brand. Identifying with a brand has never been easier for me and therefore my association with The Woolmark Company has stemmed almost naturally.” The announcement garnered much attention from the media including GQ India, The Times of India and IndiaRetailing.com. The announcement at India Fashion Forum 2017 was held in conjunction with a catwalk show presented by The Woolmark Company that highlighted leading brand in Indian fashion Louis Philippe, along with renowned designers Dhruv Vaish, Nachiket Barve and Bounipun. MORE INFORMATION www.woolmark.com Merino wool in sportswear and athleisure apparel is being promoted in India by AWI with the help of renowned Indian actor Shravan Reddy. Actor Shravan Reddy is playing a key role in representing AWI’s subsidiary, The Woolmark Company, in India as it champions Australian Merino wool’s place in the country’s activewear market. “After winning many hearts on the small screen in India, and having a strong fan base and digital following, Shravan Reddy personifies the Woolmark brand’s appeal and is very relevant to our target youth-centric market,” explains AWI Country Manager India, Arti Gudal. “The Woolmark Company and Shravan Reddy have a strong mutual interest in the sportswear and athleisure markets and together we form the perfect foundation to educate consumers about the versatility of Merino wool and increase demand for the fibre. “Merino wool is a technical fibre and is perfect for the Indian market due to its unique natural benefits include breathability, temperature control, moisture management, elasticity and resistance to odour.” An exciting new digital campaign has been under way over the past few months, including conversations using the hashtag #DareShravanTo in which fans had the Indian actor Shravan Reddy sporting Merino athleisure and sports wool apparel during a recent promotion in India. AUSTRALIAN MERINO WOOL’S OFF FARM 17