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Arvind’s brand Arrow signs Hrithik Roshan as brand ambassador, unveils campaign

The announcement comes ahead of the brand’s city expansion plans. The ‘On top of the world’ campaign is conceptualised by WYP Creatives, which draws inspiration from an iconic 1930s photograph at Rockefeller Plaza, New York

Arrow, the American menswear brand from Arvind Fashions Limited, announced Bollywood actor Hrithik Roshan as brand ambassador and kicked off its campaign ‘On Top of the World’ featuring the actor.

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This announcement comes ahead of the brand’s big city expansion plans and launch of 25 new ‘New York’ styled fashion stores. The brand is opening another 20 new stores in the coming festive season.

Shailesh Chaturvedi

Speaking on the expansion plans, Shailesh Chaturvedi, Managing Director and CEO, PVH brands at Arvind (Tommy Hilfiger, Calvin Klein and Arrow), said, “With our emphasis on glamorising Arrow brand further with this powerful campaign, we are seeing a large growth opportunity in big metro cities. Hrithik has a vital social media reach of nearly 8 crore cool people that will spur demand and excite our consumers to visit our remodelled stores, which reflect the glamorous New York spirit with a distinct art deco look.”

The Arrow campaign is conceptualised by WYP Creatives and shot by director and photographer Tejal Patni. This ‘On top of the world’ campaign draws inspiration from an iconic 1930s photograph at Rockefeller Plaza, New York. This iconic image of New York epitomises its position as being on top of the world. The black and white image of the construction workers sitting together and eating on a construction beam high above the ground as New York is being built in the background. It is cultural and symbolic in every manner. More importantly, it captures the New York skyline and the top of the world feeling.

These three Arrow collections include an ‘Interesting formals’ range that suits corporates, a stylish yet relaxed work wear line – ‘Arrow Sport’ and cool young fashion in ‘Arrow New York’ line.

The campaign ‘On Top of the World’ featuring Roshan will be out on all major print and digital platforms from mid-September and will set the tone for an exciting festive season ahead for brand Arrow.

Roshan said, “I consider style to be an extension of one's personality. Suiting up with Arrow, adds a touch of the brand ethos to my appearance. Its seasoned adaptability to fashion trends since 1851 and decades of consumer trust, have me proud to endorse Arrow.”

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