Arrow encourages professionals to keep aspiring for more

25 Oct,2018

By A Correspondent

 

Marking its 25th anniversary this year, Arrow has unveiled a new campaign titled ‘Best is yet to come conceptualised and executed by What’s Your Problem Brand Solutions.

 

Said Sumit Dhingra, CEO, Heritage Brands Division, Arvind Fashions:“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 in India. 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 OP Khanna, mirroring his quest to keep going even at 82 is inspirational.”

 

Added Amit Akali, Founder and Creative Head and Aditi Naikar, Creative Supervisor, What’s Your Problem Brand Solutions (WYP):“When our Strategy team shared this philosophy, we resonated with it personally too. While the ‘best is yet to come’ as a belief is inspirational for someone irrespective of their experience, what better way than bringing it alive with an 82-year-old business achiever, now retired for over 25 years. 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.”

 

 

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