Wildcraft – “Ready for Anything” Waterproof, Breathable and Durable Gear Ad in Lokmat Newspaper
This advertisement was published by Wildcraft, one of India’s leading outdoor gear and apparel brands, in Lokmat Newspaper, Mumbai Edition on 24th June 2021. The ad promotes Wildcraft’s range of outdoor products built around three core attributes – Waterproof, Breathable, and Durable – under the brand’s bold campaign tagline “Ready for Anything.” By advertising in Lokmat, Wildcraft aimed to connect with active, adventurous Maharashtrian consumers who enjoy trekking, hiking, travel, and outdoor activities.
- Newspaper: Lokmat
- Date of Publication: 24 June 2021
- Publishing City: Mumbai
- Publishing Page: Lokmat Main Page
- Ad Category: Apparel and Accessories – Outdoor Gear
- Advertiser: Wildcraft India
About Wildcraft and This Advertisement
Wildcraft is a Bengaluru-based outdoor lifestyle brand founded in 2006. It is India’s most recognized homegrown brand for outdoor gear, trekking equipment, backpacks, jackets, footwear, and adventure apparel. The brand is built around the philosophy of enabling Indians to explore the outdoors with confidence, offering products specifically engineered for Indian terrain and climatic conditions.
The “Ready for Anything” campaign encapsulates Wildcraft’s brand promise – that no matter the terrain, weather, or adventure, their products are built to keep you going. The three highlighted product attributes in this advertisement are directly relevant to outdoor enthusiasts:
- Waterproof – essential for trekking in monsoon conditions, river crossings, and unpredictable mountain weather
- Breathable – critical for comfort during physically demanding activities where heat and sweat management matter
- Durable – important for buyers who want long-lasting gear that can withstand repeated outdoor use across seasons
Publishing this advertisement in late June 2021 was strategically timed. June marks the onset of the monsoon season in Maharashtra, which paradoxically also sees a surge in trekking activity among adventure enthusiasts who enjoy the lush green landscapes of the Sahyadri mountain ranges, Lonavala, Matheran, and the many forts and trails around Mumbai and Pune. Waterproof and breathable outdoor gear is in highest demand at exactly this time of year.
Why Wildcraft Chose Lokmat for This Advertisement
Lokmat is the No. 1 Marathi newspaper in Maharashtra and Goa, with a readership of over 18 million readers. Maharashtra has one of the most active outdoor and trekking communities in India, and Wildcraft’s target audience – young, active, adventure-seeking individuals and families – forms a significant part of the Lokmat readership base.
Reasons why Wildcraft chose Lokmat for this campaign:
- Wide reach among young working professionals and college students in Mumbai and Pune who form the core trekking and outdoor community in Maharashtra
- Strong readership in cities close to key trekking destinations – Mumbai, Pune, Nashik, and Aurangabad
- Trusted platform with a credible readership that responds well to lifestyle and aspiration-driven product advertising
- Cost-effective reach into a large and geographically dispersed audience across Maharashtra
- Monsoon edition timing – the ad appeared just as the trekking and outdoor season was beginning, maximizing relevance and purchase intent
- Both print and e-paper availability extends reach beyond physical newspaper readers
About Wildcraft’s Product Range
Wildcraft offers a comprehensive range of products for outdoor enthusiasts at various price points, making quality outdoor gear accessible to a wide consumer segment in India. Their product categories include:
- Backpacks and Rucksacks – ranging from day packs to multi-day expedition backpacks designed for Indian terrain
- Jackets and Outerwear – waterproof and windproof jackets suited for monsoon treks and cold mountain climates
- Trekking Footwear – hiking shoes and boots with grip and waterproofing for varied outdoor surfaces
- Outdoor Clothing – breathable, quick-dry t-shirts, trousers, and base layers for active use
- Travel Accessories – packing cubes, travel pouches, and utility bags for frequent travelers
- Tents and Camping Gear – equipment for camping and overnight outdoor stays
Wildcraft has positioned itself as a brand that competes with international outdoor brands while being designed and priced for the Indian consumer, making it a popular choice for both first-time trekkers and experienced outdoor adventurers.
Creative Design of the Advertisement
Wildcraft’s advertisements are typically bold, action-oriented, and visually driven. The “Ready for Anything” campaign creative would have featured strong outdoor imagery, possibly showing their products being used in demanding natural environments, reinforcing the brand’s promise of rugged performance. The three key product claims – waterproof, breathable, durable – would have been prominently featured to quickly communicate product benefits to a reader who may spend only a few seconds looking at the ad.
Effective outdoor and lifestyle brand advertisements in newspapers typically include:
- High-energy visual imagery that evokes adventure and the outdoors
- A concise and powerful brand tagline that resonates with the target lifestyle
- Clear product benefit callouts in an easy-to-scan format
- Brand logo and product range visuals
- Website or retail information for readers to explore and purchase
Reader Response to the Advertisement
Lifestyle and apparel advertisements in Lokmat that align with the season and reader interests generate strong engagement. The timing of the Wildcraft ad in late June – right at the beginning of the monsoon trekking season in Maharashtra – means it reached readers at the precise moment they were thinking about outdoor plans and gear requirements. This kind of contextually timed advertising is significantly more effective than ads placed at random times of year.
Maharashtra’s trekking community is large, active, and growing. Thousands of trekkers head to destinations like Rajmachi, Harishchandragad, Kalsubai, and Lohagad every monsoon weekend, and a significant portion of them look to domestic brands like Wildcraft for reliable and affordable gear. An advertisement in Lokmat puts Wildcraft directly in front of this audience in their most receptive mindset.
Cost of Display Advertising in Lokmat Newspaper
Display advertisements in Lokmat Newspaper are priced based on the total ad size measured in square centimeters (sq. cm.). The advertising cost is calculated by multiplying the ad size in sq. cm. by the applicable rate per sq. cm. for the selected edition and page position. Premium positions like the main page or front page carry higher rates than inside pages.
Factors that influence the cost of an apparel or lifestyle display ad in Lokmat:
- Ad dimensions in sq. cm. – full page and half page ads offer maximum visibility
- Page placement – main page, front page, or inside page
- City edition – single city or multi-city selection across Maharashtra
- Color versus black-and-white printing – color ads are significantly more impactful for lifestyle brands
- Jacket ad or special position formats for maximum reader attention
To get an accurate picture of what advertising in Lokmat would cost for your brand, you can look up the current Lokmat advertisement rates and plan your campaign format and edition selection accordingly.
Advertise Your Brand in Lokmat Newspaper
If you represent a lifestyle brand, apparel label, outdoor gear company, or any consumer-facing business looking to reach a large and engaged Marathi-speaking audience across Maharashtra, Lokmat Newspaper is one of the most powerful platforms available to you. You can place your Lokmat newspaper advertisement online with ease, choosing your preferred edition, ad format, and date of publication without any office visits.
Before finalising your booking, it helps to review the Lokmat advertisement pricing details to identify the right size and placement that fits within your marketing budget.
Benefits of Advertising in Lokmat Newspaper
- Largest Marathi newspaper with over 18 million readers across Maharashtra and Goa
- Multiple city editions – Mumbai, Pune, Nashik, Nagpur, Aurangabad, Kolhapur, and more
- Full range of ad formats – display ads, full page, half page, jacket ads, and classified listings
- Seasonal campaign advantage – time your ads to align with festivals, seasons, and consumer moments for maximum impact
- High reader loyalty – Marathi readers have a strong daily newspaper habit making them a consistently attentive audience
- Competitive rates relative to the reach and demographic quality delivered
- Print and e-paper – dual format availability extends your campaign reach to digital readers as well
Advertisement Categories Available in Lokmat Newspaper
Lokmat accepts advertisements across a wide range of categories suited to brands, institutions, businesses, and individuals:
- Apparel, Accessories, and Lifestyle Brands
- Consumer Products and FMCG
- Automotive
- Real Estate – Property Sale and Rental
- Education and Admissions
- Recruitment and Job Vacancies
- Banking, Finance, and Insurance
- Health Care and Wellness
- Electronics, Mobiles, and Technology
- Jewellery and Luxury
- Government and Tender Notices
- Obituary and Condolence Messages
- Matrimonial – Wanted Bride and Wanted Groom
- Entertainment, Travel, and Events
- Social Awareness and Public Interest Campaigns
- Name Change, Lost and Found, and Public Notices
Matrimonial advertisements remain one of the most popular categories in Lokmat every Sunday, with hundreds of listings published across communities throughout Maharashtra.
