Mumbai: The Arvind Store has unveiled a campaign titled ‘Saara Khel Fitting Ka Hai’. This marks a departure from the category’s typical catalogue-style narratives. While most communications in the fine fabrics and tailoring segment rely on glossy imagery and clean cuts, this film the company explains takes a sharply different approach: showcasing how a perfect fit doesn’t just elevate your look — it can change the entire game.
Founded with a vision to bring premium fabrics and impeccable tailoring under one roof, The Arvind Store has steadily grown into a one-stop destination for men who take pride in how they dress. Combining heritage craftsmanship with contemporary styling, the brand offers a curated experience that merges readymade fashion with custom tailoring.
With Saara Khel Fitting Ka Hai, the company introduces a tongue-in-cheek take on the power of the perfect fit — showing how confidence, charm, and even sweet revenge can all be stitched into a well-tailored outfit.
Created with a dose of humour and a nod to real-world dynamics by Sideways, this film marks a creative shift by injecting character, surprise, and storytelling into the idea of tailoring.
Amit Bindrani, associate VP The Arvind Store said, “At The Arvind Store, we’ve always believed that great fabric and great tailoring go hand in hand. But with this campaign, we’ve done something more — we’ve made the product the hero of a smart, story-driven film. ‘Saara Khel Fitting Ka Hai’ is a reminder that when your clothes fit perfectly, everything else starts falling into place too.”
Nilay Moonje and Sameer Sojwal, Creative Leads, Sideways said, “This category has long been stuck in a cycle of catalogue-like advertising. With this film, we wanted to bring in a unique voice — one that uses humour and narrative flair to show the power of a great fit. It’s not just about looking good; it’s about what looking good allows you to pull off.”
“We wanted to move away from the showroom feel of most ads in the category, and instead tell a story that’s clever, memorable, and unmistakably about the power of a great fit. This film is our playful take on what happens when someone turns up looking sharp — and flips the script. And we believe a lot of young people are going to relate to the art of revenge dressing.”
The campaign will soon go live on digital and social media platforms and will be followed by POS rollouts across The Arvind Store’s retail network.
Watch the film here:
Client:
Client: The Arvind Store
Associate Vice President- Amit Bindrani
Chief Marketing Manager – Tushar Nerkar
Marketing Team – Devakshi Shah, Mandeep Singh, Sneh Choksi, Sujit Pradhan, Neel Patel
Agency:
Agency: Sideways
Leadership Team: Abhijit Avasthi, Sonali Sehgal
Creative Team: Sameer Sojwal and Nilay Moonje,
Ramanujam Narasimhan, Shashank Mestry, Pooja Shinde, Ansar Khan
Account Management: Vanita D’Mello, Suraj Das, Farzaad Dastoor
Strategy: Siddharth Mohanty, Amatulla Mukadam, Manasvini Bhatia
Production House:
Production House: Hungry Films
Director: Mahesh Gharat
Producer: Dharam Valia
Executive producer: Ronnit Girdhar
