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Rediffusion redefines Arrow with trip to Big Apple

The communication focuses on creating a desire for the new line of slim-fit formals, but remains true to Arrow’s legacy of dressing up the modern professional

BestMediaInfo Bureau | Mumbai | October 19, 2011

Rediffusion DYR has come up with a new TVC for Arrow to redefine the brand. For long, Arrow has been the voice of expertise in the menswear category, and now takes upon itself the task of making formals contemporary and cutting edge. ‘Arrow New York’ aims to give a younger, slimmer face to the brand. The TVC went on air on October 12 across all entertainment channels.

The communication focuses on creating a desire for the new line of slim-fit formals, but remains true to Arrow’s legacy of dressing up the modern professional.

Said Indrajeet Mookerjee, Branch Head, Rediffusion Y&R, Bangalore, “Over the years, there has been a certain sameness in the way formalwear brands have presented themselves. With the launch of Arrow New York, the brand redefines the formal workwear space and brings a fresh air of style and sophistication.”

Inspired by the Big Apple, Arrow New York borrows from the tall, vertical lines of the city. The choice of location for the shoot was a direct fallout of the design inspiration. The TVC and print campaign was conceptualised by Creative Heads Arun Kumar and Mukund Sharma of Rediffusion Y&R, Bangalore.

[youtube]http://www.youtube.com/watch?v=DMVtc25zbzI[/youtube]

“There is a heightened sense of fashion in the country. And that heightened sense of fashion is slowly permeating the workspace. Just any suit will not do,” commented Kumar. “What we set out to do was a film that was pure fashion. And fashion is all about setting a trend. Here it is the zero calorie workwear,” explained Kumar.

“While New York is the backdrop, the idea is very simply about a woman who rates the things she sees on a calorie meter, till she comes to the zero calorie look,” added Sharma.

“The TVC does complete justice to the twin tasks of contemporising workwear, and driving its relevance with the younger generation of professionals,” said Amod Choudhary, Marketing Head, Arrow/Gant/Izod. “It does so in a manner which makes formals interesting again, newsworthy again. Overall, it should bring a lot of interest and aspiration towards formals/workwear as a category.”

The TVC was directed by UK-based director Andrew Margetson and produced by Milestone Films, Mumbai. New York and Shanghai-shuttling fashion photographer Sanjay Kothari handled the stills. The ad is also in print in select magazines.

Info@BestMediaInfo.com

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