Men's fashion wear brand Arrow, a part of Arvind Fashions Limited, has appointed What's Your Problem as its integrated agency on record, entrusting them with defining Arrow’s overall positioning. The agency will handle the communication mandate for the brand across media – mainline, social, digital and retail.
Arrow is an iconic American shirt brand for working professionals, with a lineage and heritage of 167 years, having started as early as 1851. In India Arrow was launched in 1993 and has been the preferred workwear brand over the years, known for innovations such as the Autopress wrinkle-resistant shirt, Superluxe – the stitchless shirt, the Smart shirt and the Anti-UV shirt.
Sumit Dhingra, CEO, Heritage Brand Division, Arvind Fashions Limited, said, “We were keen on partnering with an agency that balances strategy, consumer understanding and creative. We were quite taken in by WYP’s approach. In today's age, it is important to work with an agency that knows and understands digital as a medium and WYP clearly comes with an idea and digital first POV. Having completed 25 years in India, it was important to choose an agency that helps build on the brand’s legacy while still appealing to the young working professional. We were clear that the solution lay in forging an emotional connect with the audience.”
Tejas Mehta, Director, Strategy and Account Management, What's Your Problem, said, "We're excited at the opportunity to work closely with a premium menswear brand – one of the most iconic men’s shirt brands in the world. They were looking for a belief system that the brand could stand for, one, which the consumer emotionally connects with. More importantly, they understood that this connect would need a fully integrated approach. It’s been a collaborated effort with us, conducting workshops with the extended marketing team. And we’re now looking forward to creating some stellar work for the brand in the coming months."
Amit Akali, Founder and Chief Creative Officer, What's Your Problem, said, “When we started WYP three years back, we were very clear that digital agencies got technology, but their weakness lay in strategy and consumer-led creativity. Mainline agencies unfortunately weren’t truly integrated or thinking digital first, which is why we believed that the agency that married strategy, creativity and technology would soon be the only agency a client needs – a staunch brand custodian. Winning the Arrow integrated AOR, with the client choosing one agency for all its mandates, is a testament to the belief we started out with.”