Wildcraft: Changes in latitude, changes in attitude

The case study describes how Wildcraft, an Indian outdoor gear brand, used Weather Hacking, a location-based weather-sensitive digital content system, to woo its digital savvy audience and own the outdoors.

Wildcraft: Changes in latitude, changes in attitude

Sonal Jhuj and Jigeesha Nayyar

Campaign details

Brand: WildcraftBrand owner: Wildcraft India Private LimitedLead agency: DDB Mudra GroupCountry: IndiaIndustry: Clothing, apparel, Online retailChannels used: Internet - microsites, Internet - search, Online video, Social mediaMedia budget: Up to 500k

Executive Summary

Facing stiff competition from international brands, how could Wildcraft, an Indian outdoor gear brand, Wildcraft, woo its digital savvy audience and own the outdoors? By owning the most visceral part of the outdoor experience – the weather. Thus came the...

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