MAM
Wildcraft gives New India’s defining anthem – ‘Hain Taiyyar Hum’, exhorting Indians to be Ready for Anything!
Today, when India & the world is grappling with fear and uncertainties, with Lockdown 4.0 coming to an end, the country is taking steps to live and adapt to the New Normal. This requires one to relook at our ways, our beliefs, our attitudes & while we do this, at Wildcraft we believe we should use our passion as fuel, & propel ourselves to embrace the uncertain, says India-born Wildcraft India through its inspirational anthem ‘Hain Taiyaar Hum’, which enables & equips Indians, to step out with confidence and be ready for anything.
Hain Taiyaar Hum beautifully captures India’s vibrant diversity, indomitable spirit and its zest for life. Composed by Abhishek Arora, sung in the uplifting voices of Nooran Sisters & conceptualized by Ogilvy India, the anthem aims to empower Indians to be prepared for the New Order with a blend of safety, style & self-belief.
Wildcraft’s brand philosophy has always been to encourage people to “rekindle the explorer within each of us, by embracing the uncertain” & the anthem through its powerful track, appeals viscerally to all of us to take the road less travelled!
Talking about the anthem Gaurav Dublish, Co-Founder, Wildcraft India said, “We genuinely believe that each one of us has it in us to use these trying times as an opportunity to take a fresh guard & resurrect ourselves with a renewed zeal for life. The ‘Hain Taiyaar Hum’ campaign is our clarion call to our nation to step-out with confidence as we help them equip themselves to follow their passion. As part of our commitment to enable people rekindle the explorer within, Wildcraft – an Indian-born head to toe outfitter, that pursues MAKE IN INDIA truly in spirit, is equipping Atma-Nirbhar Bharat to set the tone for the world.”
Siddharth Sood, Co-Founder, Wildcraft India, further added “In 2016, we forayed into the Tactical & Safety Gear category, & have recently innovated the ‘Wildcraft Supermask™’ W95. The Supermask™ W95 offers a three-layered filtration system and adheres to the Bureau of Indian Standards of quality & safety. We strongly believe that what is today a health crisis, & is evolving into an economic crisis, will also turn into a global environmental crisis with the mammoth non-biodegradable disposables being left behind in its wake. At Wildcraft we have worked on revolutionary technologies, that provides an exceptionally safe, stylish, reusable and hence an environment-friendly solution, at incredible prices. To ensure Supermask™ W95 is easily accessible to every citizen, we have also ramped up our distribution & are available across 1000+ cities, in 1,00,000+ retail points-of-sales across India. Additionally, we have also partnered with multiple platforms to augment our ability to create access & awareness in these unprecedented times.”
Ensuring that the inspiring anthem reaches every citizen across the length and breadth of the country, it will be released in seven languages – Hindi, Marathi, Bengali, Kannada, Tamil, Telugu and Malayalam. This high-decibel 360-degree campaign will run across Television, OTT, video sharing platforms, social media and music streaming platforms across India.
Mr. Piyush Pandey, Chief Creative Officer, Worldwide and Executive Chairman, Ogilvy India while commenting on the campaign said, “Masks are a physical necessity. But human beings also have an emotional necessity to step out and explore the world. The product – Wildcraft Supermask™- fulfils the first physical necessity by providing a very safe mask. The communication takes on the task of the emotional need to explore and to actualise. I am very happy with the communication package that Ogilvy Bangalore has put together."
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
