Rediffusion-YR wins men's wear brand Arrow account

Arvind Brands has assigned the creative duties of its men’s wear brand Arrow to Rediffusion-Y&R, Bangalore. The size of the account is estimated to be in the region of Rs 60-70 million. The incumbent agency is Alok Nanda Communications.

The account was won following a multi-agency pitch, which included Bates, Saatchi & Saatchi and Meridian.

Rediffusion-Y&R, Bangalore business and branch head Paritosh Srivastava, “Arrow was a fiercely contested pitch and we are truly privileged to be chosen as their brand partners. Our perseverance, experience on the category and fresh thinking swayed the decision in our favour.”

“We wanted to have a fresh perspective on the brand and Rediffusion brought that to the table. They displayed a keen understanding of the category and a strong sense of the business,” added Arvind Brands CEO J Suresh.

Arrow was launched in 1994 and its initial target audience was professional men. However in 2007, the brand was given a more youthful look in order to appeal to the younger audience.

source:Bombay Adclub

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