'Best Is Yet To Come' says Arrow in its latest campaign

Celebrating 25 years of being shirt makers, Arrow released a digital film - Best Is Yet To Come. Conceptualised and executed by Arrow’s AOR - What’s Your Problem Brand Solutions, the film encourages retired professionals today to do their best each day and stop at nothing.

The brand commemorates its journey in India by dressing up retired corporate professionals as they had already retired before Arrow’s inception in the country. Thus, evolved the idea of dressing up O P Khanna, an 82-year-old man to celebrate his past corporate achievements and his pursuits today, where he strives to be better than yesterday.

“Trusted as the expert workwear brand for the discerning Indian professionals, 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 O P Khanna, his quest to keep going even at 82 is inspirational,” said Sumit Dhingra, CEO, Heritage Brands Division, Arvind Fashions Limited.

Amit Akali, Founder and Creative Head and Aditi Naikar, Creative Supervisor, What’s Your Problem Brand Solutions (WYP), said, “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 realised 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.” 

Prasad Naik, Film Director, Fusion Films, said, “When WYP came to me with the idea, I was really excited. Being a fashion photographer who has been constantly trying to reinvent, I resonated with the thought of ‘Best Is Yet To Come’. I was also clear the film had to be shot in a real, documentary style just bringing alive Khanna’s true story, but it also had to look more beautiful and contemporary than any fashion film you have seen, which is why we flew down a German cinematographer from Portugal who specialises in these kinds of documentaries.” 

The Film:

Credits:

Client: Arrow

Agency: What’s Your Problem Brand Solutions

Creative Head and Founder: Amit Akali

Creative Supervisor: Aditi Naikar

Creative Consultant: Tushar Kadam

Sr Creative Director: Ruchita Zambre

Business and Strategy: Tejas Mehta

Group Business Director: Leena Pirgal

Creative Supervisor: Aditi Laxmanrao

Art Director: Pawan Kotian

Visualiser: Anil Durgule

Account director: Mitul Desai

Account executive: Somesh Joya

Production House: Fusion Films

Director: Prasad Naik

Info@BestMediaInfo.com