MxMIndia

Tag: Arrow

  • Commemorates 25 years in India with a digital film that urges people to keep striving

    Arrow encourages professionals to keep aspiring for more

    By A Correspondent

     

    Marking its 25th anniversary this year, Arrow has unveiled a new campaign titled ‘Best is yet to come conceptualised and executed by What’s Your Problem Brand Solutions.

     

    Said Sumit Dhingra, CEO, Heritage Brands Division, Arvind Fashions:“Trusted as the expert workwear brand for the discerning Indian professional; Arrow has been at the forefront of legacy and innovation for the last 25 years in India. But not one to rest on its glory, through this campaign, we want to urge the young or old, working or entrepreneur, sportsman or director; to continue their journey for perfection, knowing well that their best is yet to come. It was a privilege shooting with OP Khanna, mirroring his quest to keep going even at 82 is inspirational.”

     

    Added Amit Akali, Founder and Creative Head and Aditi Naikar, Creative Supervisor, What’s Your Problem Brand Solutions (WYP):“When our Strategy team shared this philosophy, we resonated with it personally too. While the ‘best is yet to come’ as a belief is inspirational for someone irrespective of their experience, what better way than bringing it alive with an 82-year-old business achiever, now retired for over 25 years. Rarely has a fashion brand dared to use an old man as a model.  With Arrow’s team of designers, international stylists, make-up artists and photographers, we set about making him look better than he’s ever looked before. This was a live activation, captured on film by Director Prasad Naik and his team at Fusion films. We all realized that O. P. Khanna’s story was so inspirational, we just had to do justice to it by capturing its reality – at the same time Arrow is a fashion brand, and I think Prasad has managed to make it both, a fashion film and an emotional documentary.”

     

     

  • With this announcement, the agency will handle the communication mandate for the brand across media – mainline, social, digital and retail

    What’s Your Problem is Arrow’s creative agency

    By A Correspondent

     

    Arrow has appointed WYP as its AOR, entrusting the Mumbai-based agency with defining clothing brand Arrow’s overall positioning going forward.

     

    Said Sumit Dhingra, CEO, Heritage Brand Division – Arvind Fashions: “We were keen on partnering with an agency that balances strategy, consumer understanding and creative. We were quite taken in by WYP’s approach. Intoday’s age, it is important to work with an agency that knows and understands digital as a medium and WYP clearly comes with an idea and digital first POV. Having completed 25 years in India, it was important to choose an agency that helps build on the brand’s legacy while still appealing to the young working professional. We were clear that the solution lay in forging an emotional connect with the audience.”

     

    Added Tejas Mehta, Director – Strategy and Account Management, What’s Your Problem:”We’re excited at the opportunity to work closely with a premium menswear brand – one of the most iconic men’s shirt brand in the world. They were looking for a belief system that the brand could stand for, one, which the consumer emotionally connects with. More importantly, they understood that this connect would need a fully integrated approach. It’s been a collaborated effort with us, conducting workshops with the extended marketing team. And we’re now looking forward to creating some stellar work for the brand in the coming months. Exciting times!”

     

    Said Amit Akali, Founder and Chief Creative Officer, What’s Your Problem: “When we started WYP three years back, we were very clear that digital agencies got technology, but their weakness lay in strategy and consumer-led creativity. Mainline agencies unfortunately weren’t truly integrated or thinking digital first, which is why we believed that the agency that married strategy, creativity and technology would soon be the only agency a client needs – a staunch brand custodian. Winning the Arrow integrated AOR, with the client choosing one agency for all its mandates, is a testament to the belief we started out with.”