Commemorates 25 years in India with a digital film that urges people to keep striving; because the ‘Best is yet to come’.
Mumbai : Marking its 25th anniversary in the country this year, Arrow continues to stand tall for its contemporary, timeless and classic workwear; one that India has loved it for. Celebrating decades of being expert shirt-makers, the brand is not one to stop at its milestones; because it believes that the best is yet to come.
Pioneering workwear styles that allow professionals to look and feel their best each day, Arrow has been at the forefront of shirt-making from the first detachable collar to creating 400 more. Known for a myriad of apparel innovations since time immemorial, Arrow has also been known to create stain-free, shrink-free shirts, Auto-Press wrinkle resistant shirts, the first stitchless shirt- Superluxe, the Smart shirt, the 4-in-1 shirt and the Auto flex trousers amongst others. But in its tireless bid to never settle on past accomplishments, Arrow continues its quest to better yesterday.
Bringing fervor to life is Arrow’s newest campaign – ‘Best is yet to come’, conceptualized and executed by Arrow’s AOR, integrated agency What’s Your Problem Brand Solutions. The film encourages professionals today to do their best each day and stop at nothing. Telling them how yesterday’s awards, promotions, successes are all yesterday’s, but today is a new day and the need to outdo oneself must never rest, because the best is yet to come.
The film shows Arrow celebrating 25 years in India by dressing up retired corporate professionals who they missed dressing up earlier, as these professionals had already retired before Arrow had launched in India. Thus evolved the idea of dressing up Mr. O. P. Khanna, an 82-year-old man to celebrate his past corporate achievements and his pursuits today, where he strives to be better than yesterday. And dressing him up is to showcase that even his best corporate look is yet to come.
“Trusted as the expert workwear brand for the discerning Indian professional; Arrow has been at the forefront of legacy and innovation for the last 25-years. But not one to rest on its glory, through this campaign, we want to urge the young or old, working or entrepreneur, sportsman or director; to continue their journey for perfection, knowing well that their best is yet to come. It was a privilege shooting with Mr. O. P. Khanna, mirroring his quest to keep going even at 82 is inspirational “exclaimed SumitDhingra, CEO, Heritage Brands Division, Arvind Fashions Limited.
Tejas Mehta, Director – Strategy and Account Management and Leena Pirgal, Group Business Director, What’s Your Problem Brand Solutions (WYP), explained, “The ‘best is yet to come’ is a belief that takes not just individuals forward, but it’s the driving force behind all that’s good in this world. And when it comes from Arrow, a 167-year old brand that has introduced a lot of innovations in men’s fashion, it’s a statement of intent that’s inspiring. But what makes it all the more relatable and relevant for all beginners and achievers alike, is our choice of endorser. Mr. OP Khanna is living proof, at 82 years, of the belief the ‘best is yet to come’. He is not a model, but a true role model. We are thrilled to launch our association with Arrow with an aspirational campaign that we are absolutely sure, will resonate with professionals out there.
Amit Akali, Founder and Creative Head and AditiNaikar, Creative Supervisor, What’s Your Problem Brand Solutions (WYP), explained, “Rarely has a fashion brand dared to use an old man as a model. With Arrow’s team of designers, international stylists, make-up artists and photographers, we set about making him look better than he’s ever looked before. This was a live activation, captured on film by Director Prasad Naik and his team at Fusion films. We all realized that O. P.Khanna’s story was so inspirational, we just had to do justice to it by capturing its reality – at the same time Arrow is a fashion brand, and I think Prasad has managed to make it both, a fashion film and an emotional documentary.”
