High Sierra launches '#TakebackMondays' campaign!

Adventure lifestyle gear manufacturer High Sierra, has launched a social media campaign #TakebackMondays engaging young adventure seekers. The campaign which kick-started on 25th May 2014, aims at changingthe perception of the youth towards Mondays. The adventure Monday conceptresonates, High Sierra’s brand identity - active lifestyle, spontaneous and adventure seeking.

Targeted at young adventure enthusiasts across the country in the age bracket of 25 – 35 years, High Sierra’s new campaign emphasizes ‘#TakebackMondays’as its core campaign message.High Sierra has created three videos of selected youngstersexperiencing adventure activities like scuba diving,white water rafting and sky-diving on a Monday. At the end of these videos the viewer gets to register on High Sierra’s microsite for a similar adventure party to be held in June 2014.

Anushree Tainwala, Marketing Director, Samsonite South Asiaspeaking about the event said, “As part of our consumer research, we reached out to our social audience to understand their highs & lows. Amongst various things, the most popular insight was that ‘Mondays’ are a real low point for most young working professionals, especially after an amazing weekend. We played on this insight, to create an adventure opportunity that was true to the High Sierra brand values.”

Explaining the concept further she added, “High Sierra bags represent an attitude that reflects an active outdoor lifestyle & adventure in the most mundane - daily tasks. ‘#TakebackMondays’ gives adventurous youngsters a chance to experience just this, an action-packed Monday with a surprise escapade. Our films backed with a strong social activation aim to re-kindle that suppressed wanderlust; and push the real adventurers to take back their Mondays with us. 

The campaign is being managed by Eccentric Engine. Says Ankit Mishra, Chief, Brand Strategy at Eccentric Engine “The desire to escape on an adventure is felt most on a Monday morning, is what we realized. We wanted to use High Sierra as the Brand that enables it for you. The entire campaign is designed to make your Mondays better and make you realize that it is never a bad time to take your bags and escape on an adventure” Over the years, High Sierra has been associated with a lot of adventure sports and events across the world.