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Beyond the Bale : June 2018
AWI’s marketing arm The Woolmark Company has won this year’s ‘Retail Marketing Campaign of the Year’ category at the Global Awards for Retail Excellence. The campaign was presented at the Asia Retail Congress in Mumbai in February by ET Now, part of India’s leading business media group. In an impressive double win for The Woolmark Company, Country Manager for India Arti Gudal took out the ‘Young Retail Leadership Award’. “The Woolmark Company’s winning marketing campaign, ‘Grown in Australia, Made in India’, positions Australian Merino wool as the ultimate ingredient in luxury fashion,” Arti said. “It champions both the woolgrowers of Australia and also honours India’s traditional, artisanal craftsmanship – all with the aim of increasing consumption of Australian Merino wool products made in India. “The campaign also aims to further connect brands, manufacturers and the Government of India across the wool supply chain. There were 20 brands and fashion designers involved in the campaign selling approximately 3 million pieces of apparel containing wool.” FROM MUDGEE TO MUMBAI And it all began on Tim and Judy Rohr’s ‘Eastwood’ wool-growing property at Mudgee. At the farm and amongst the sheep, renowned Indian actor and wool ambassador Shravan Reddy was filmed for the campaign showcasing a range of commercially available Merino wool styles, from the classic to the contemporary. He was accompanied in the filming and photoshoot by the winner of Australia's Next Top Model, Aleyna FitzGerald. As well as featuring the stylish Merino wool apparel, the campaign film captured the stunning views and landscape of the sheep farm, highlighting the farm to fashion journey. The expanding relationship between brands in India and Australian woolgrowers is a key highlight of the campaign, with many Indian brands and fashion labels contributing fashion pieces for the campaign shoot and video. Print advertisements for the campaign were rolled out from September to December last year in leading magazines, such as Vogue India and GQ India. Billboards were run for 10 A major retail marketing award has been awarded to The Woolmark Company in India for its ‘Grown in Australia, Made in India’ campaign that highlights the farm-to-fashion journey of Merino wool – from the production of the fibre in Australia to its manufacture into unique fashion pieces in India. days in December in 15 major cities of India, with an estimated 51⁄2 million people seeing them each day. The campaign video was shown in 55 cinemas, with 368,000 watching it during 15 days of screening; and the video also aired on TV for 12 days in November during some of the most popular shows in India. “We were very proud that our property was used as a backdrop to the filming and photoshoot. It was interesting to see the whole process and how professional the team was. Shravan showed a genuine curiosity and appreciation for the sheep, the landscape and the wool-growing process.” Woolgrower Tim Rohr, ‘Eastwood’, Mudgee NSW The face of the campaign, Shravan Reddy, was announced as The Woolmark Company’s ambassador for Australian wool in India at India Fashion Forum in April 2017. Since then, his strong fan base and digital following in conjunction with his youth appeal had led to a growing awareness of the benefits of Merino wool in India – and him becoming almost synonymous with Merino wool in the country. Other high points of the ‘Grown in Australia, Made in India’ campaign included: • A collaboration with handloom weaver society Bhuttico – based at Kullu in the foothills of the Himalayas in northern India – to showcase Merino wool looks that not only promoted the wool industry in India but also created awareness of the versatility and trans-seasonal benefits of Merino wool. • A promotional campaign ‘WoolFest 2017’ in collaboration with India’s largest lifestyle retail chain Shoppers Stop Limited that ran across 30 of its selected stores. A lucky draw contest was held for shoppers that bought wool apparel worth Rs5000, giving them a chance to win a trip for two to Kullu. • The launch of a ‘Khadi in Wool’ initiative with large fashion manufacturer and retailer Raymond. Khadi is a popular type of cloth in India usually made from cotton. A new collection of designs has been produced using pure Merino wool and blended wool which are available from Raymond stores across India. OFF FARM 31 WOOLMARK WINS TOP MARKETING AWARD IN INDIA
In the Shops - September 2018