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Arvind creates its Gods of Summer

DDB Mudra Ahmedabad designs the ‘Gods of Summer’ campaign for outdoor, print and digital media to launch the brand’s premium fabrics meant for summer

BestMediaInfo Bureau | Mumbai | May 28, 2014

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Arvind has recently launched their summer collection. The premium fabrics meant specifically for the hot summer months required a special campaign and, therefore, DDB Mudra West designed the 'Gods of Summer' campaign.

Sharat Kuttikat Sharat Kuttikat

Sharat Kuttikat, Sr. Creative Director, Mudra Ahmedabad, said, “The campaign was realistic yet surreal at the same time. Shooting against an arid terrain, in the scorching heat of summer, the campaign showcased how the fabrics were made to handle such extreme conditions. The element of the Sun as a halo added to the drama.”

The challenge was to design a campaign in such a way that it showcases the fabric as something one can truly wear during the hot, humid summer months. While doing so, the campaign also had to establish Arvind as having a clear advantage over any other fabric brand.

The agency decided to design 'Gods of Summer' whereby models were photographed in custom styled clothing. With beautiful Jaisalmer serving as a perfect backdrop for the range, the photographs were put up across outdoor hoardings, in print as well as in-store and on the digital platform.

Kulin Lalbhai Kulin Lalbhai

Kulin Lalbhai, Executive Director, Arvind Ltd, said, “The Gods of Summer campaign has given a wonderful expression to Arvind's core product range of cottons and summer products in a creative and impactful way.”

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Credits:

DDB Mudra West (Ahmedabad)

Unit Head: Rajiv Sabnis

Chairman& CCO: Sonal Dabral

Business Head: Ronak Shah

Creative Head: Rahul Mathew

Account Management: Ameya Khadakkar, Pranshu Jadon

Account Planning: Shekhar Pandey, Vinayak Dubey

Art: Ravi Shankar, Jayesh Vaghela

Copy: Dipen Patel, Sharat Kuttikat

Creative team: Jayesh Vaghela, Sharat Kuttikat, Ravi Shankar, Dipan Patel, Swathy Sreekumar, Jagdish Vaishnav

Photographer: Mukul Raut

Production: Sanju Sharma

Stylist: Chetan Grover

Sohini.Sen@bestmediainfo.com

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