“Over the years, there has been a certain sameness in the way formalwear brands have presented themselves. With the launch of Arrow New York, the brand redefines the formal workwear space and brings with it a fresh air of style and sophistication,” says Indrajeet Mookerjee, Branch Head, Rediffusion-Y&R, Bangalore.
The communication focuses on creating desire for the new line of slim fit formals, but remains true to Arrow’s legacy of dressing up the modern professional.
Inspired by the Big Apple, Arrow New York borrows from the tall, vertical lines of the city. The choice of location for the shoot was a direct fallout of the design inspiration. The TVC and print campaign was conceptualised by creative heads Arun Kumar and Mukund Sharma of Rediffusion-Y&R, Bangalore. “There is a heightened sense of fashion in the country. And that heightened sense of fashion is slowly permeating the workspace. Just any suit will not do,” says Arun Kumar. “What we set out to do was a film that was pure fashion. And fashion is all about setting a trend. Here it is the zero calorie workwear.”
“While New York is the backdrop, the idea is very simply about a woman who rates the things she sees on a calorie meter,” adds Mukund Sharma, “till she comes to the zero calorie look.”
“The TVC does complete justice to the twin tasks of ‘contemporizing workwear’, and driving its relevance with the younger generation of professionals,” says Amod Choudhary, Marketing Head (Arrow/Gant/Izod). “And does it in a manner which makes formals interesting again, newsworthy again. Overall it should bring a lot of interest and aspiration towards formals/workwear as a category.”
The TVC was directed by award-winning UK-based director Andrew Margetson and produced by Milestone Films, Mumbai. New York and Shanghai-shuttling fashion photographer Sanjay Kothari handled the stills.