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Beyond the Bale : March 2012
March 2012 BEYOND THE BALE 13 OFF-FARM FAST FACTS l AWI in India launched in December a two-month campaign called Wool Celebration to spread the love for wool. l Through radio promotions, giant billboards and in-store promotional materials, consumers were made aware of the benefits of wool. l More than 20 million Indian consumers have now celebrated the story of wool and this campaign forms the platform for more to come in the future. Anew campaign that took place across the shopping malls of northern India has retailers and consumers celebrating the story and love of wool. The Wool Celebration campaign is an initiative of AWI in India and was launched in the northern hemisphere winter to educate Indian consumers about the benefits of wool and the Woolmark brand. The campaign was targeted to influence consumer purchases during the festive and marriage season in northern India. Against the backdrop of a giant love heart with the words Wool Celebration, along with the Woolmark logo, Indian retailers promoted big-name brands such as Raymond, Monte Carlo, Reid & Taylor, Park Avenue, Gadoni of Italy, ColorPlus and Shingora. A host of events and games were organised in and around shopping malls to convey the message ‘I Love Wool’ . AWI country manager of India Amir Sheikh was excited about the Wool Celebration campaign and helping people fall in love with wool. “ Wool is a premium fibre and products made of wool should have consumers’ full confidence,” Mr Sheikh said. “ We want Indian consumers to fall in love with wool all over again. “ Wool is not just a functional requirement but is becoming a fashion prerequisite of Indian consumers. The growing consumer demand for premium and differentiated products makes it timely to educate Indian consumers about the versatility of wool.” “This program is aimed at consolidating the integrity of the Woolmark brand. Indian consumers celebrate occasions with emotions that are best expressed wearing clothes made of fine fabrics and Merino wool is one such exquisite fabric. We wanted people to celebrate this winter in pure woollen clothes and feel its true luxury.” The campaign was launched through radio promotions in 16 cities, with a focus in New Delhi. The idea was to hit consumers’ minds before they saw any related promotional material in stores and on billboards. This came soon after with the main image being that of a love heart wrapped with wool yarn, evoking feelings of warmth for the natural fibre. Following this, activities in shopping malls were organised in 12 different premium malls for six weekends to build up promotion, interact with consumers and in turn connect the wool celebration back to the retailers. “ More than 1000 retail stores installed this in-store promotional material to make consumers aware of wool. The centre of attention was a model of a sheep which proved quite popular and all those involved with the point of sales promotions were satisfied by the initiative,” Mr Sheikh added. Mridula Jain of Shingora Textiles praised the campaign, saying it played a pivotal role in consumer education. “ We are one of the leading companies in stoles and shawls where wool, a beautiful fibre, forms the major part,” Mrs Jain said. “ This kind of initiative is very important to educate Indian consumers about the versatility of wool.” Mr Sandeep Jain, Executive Director of Monte Carlo said, “We are glad to be a part of this campaign through in-store promotion which has attracted consumers’ attention towards wool. Being a leader in woolens knitwear we will be happy to associate with Woolmark in future programs.” This consumer-oriented program was the first of its kind in India and will now form the base for future programs. More information: www.woolcelebration.com Wool Celebration Billboard in India promoting Merino wool as part of the Wool Celebration campaign. c elebration wool The W ool m arksy m bolisaregistered C ertificationTrade M arko w nedby W ool m ark S ervicesIndia P tyLtd. “THIS KIND OF INITIATIVE IS VERY IMPORTANT TO EDUCATE INDIAN CONSUMERS ABOUT THE VERSATILITY OF WOOL.” MRIDULA JAIN OF SHINGORA TEXTILES