Aanchal Kohli | Mumbai | April 23, 2015
Arrow, the apparel brand from Arvind Lifestyle, has always been synonymous with ‘Professionalism’, a term which in the past seemed to have certain rules to abide by; an almost unwritten code of conduct through which business was carried out. But in these fast changing times, ways of doing business and indeed the term professionalism itself has changed. No longer is it confined to board rooms and the hallways of corporate buildings.
This thought process is reflected in the latest campaign for Arrow, titled ‘The Bold New Professional’, which celebrates the changing face of professionalism, and those individuals who are breaking conventions and re-writing the rules of success. The campaign has been designed and conceptualised by Karishma Lintas and produced by Sniper Films (earlier Bang Bang Films). The campaign spans television, print, outdoor, cinema and digital.
The TVC shows a young and successful executive who speaks about how the bold new professional does not need corner cabins or fancy sounding designations to be successful. This changing work culture is reflected in the clothes the professionals wear and Arrow set out to celebrate the statement they are making. The ad ends with the executive stating: “Out with the old, in with the bold”.
Elaborating on the campaign, Manohar Kumar, ?Head – Marketing, Arvind Lifestyle Brands, said, “Arrow is perceived as a classic and mature brand and doesn’t quite seem to resonate with the young consumers. At the product level, it is primarily seen as a formal wear brand. It seems to have a perception of having a very limited range and products are perceived as quiet and sober. Another challenge for Arrow is to be considered for more occasions and not just office wear. With the sphere of a professional not restricted to the four walls of the office in the modern day world, the brand is not yet there in the consumer’s mind for various occasions (like holiday and ceremonies).”
“Arrow also has been a pioneer in the category when it comes to innovations to cater to the needs and requirements of the consumer. It’s a challenge for the brand to effectively talk about its strong innovations to the consumers,” he added.
The objective is to keep a single minded proposition that Arrow provides a trendy and stylish dressed-up casual look for the bold new professional that is appropriate for both at work and outside work.
On the communication goal, Kumar said, “Key change in behaviour that communication aims to drive is to convince young professionals to make Arrow their first choice of apparel for all occasions. This is consistent with Arrow’s earlier AW14 campaign, which defined who a ‘Professional’ is. With this campaign, Arrow is taking a step further and positioning the ‘Bold new professional’ as a guy who believes in ‘getting the work done’ and is bold enough to challenge the conventional.”
Chahna Rupani, Executive Producer, Sniper Films, commented, “Creatively, the campaign has come out amazingly well. The script and the thought were really simple and straight. The brief given was simply to give the film an international look and feel, hence it was shot in South Africa’s Cape Town.”
[youtube]https://www.youtube.com/watch?v=9ucHHnQA-AA[/youtube]Credits: Creative Agency: Karishma Lintas Creative Team: Arun Iyer, Rajesh Ramaswamy, Shiv Parameswaran, Arjun Kumar, Balamurugan S, Chiraag George Business Team: GV Krishnan, Sudhir Rajasekharan, Kunal Madhavdas, Pritika Gupta, Sandhya Subramaniam Planning Team: Phalgun Tiruvasu, Ravi Bhat Producer: Sniper Films Director: Shawn Preston