Arrow is all for ‘White this summer’
By M4G Bureau - May 01, 2018
Targeting the professional audience, the campaign was designed by mapping the routes and travel patterns of professionals to create a quick buzz about the new launch
Arrow, the American formal menswear brand from Arvind Fashions Limited, recently launched the iconic White Shirt as a part of its Spring/Summer 2018 Collection crafted for professionals enabling them to look confident, stylish and in their formal best every day. Outdoor Media Integrated (OMI), the OOH vertical of Laqshya Media Group, was entrusted with the responsibility to create conversations around the iconic White Shirt through the OOH advertising channel. Executed in both metro and Tier I cities, the campaign was essentially targeted at working professionals.
The OOH media sites were selected keeping in view the commute patterns of the target audience, especially around the business centres and commercial hubs.
Speaking on the campaign success, Naresh Bhandari, COO, OMI, said, “Arrow is a heritage brand loved and revered by many. They have always been a favourite, particularly amongst the white collared crowd and the current offering by them is there to delight them further. The White shirt is a man's best friend, like a diamond is to a woman. A white shirt reinforces and exemplifies elegance, good taste and always makes you boardroom-ready.”
Commenting on the campaign, Peeya Sridhar, Marketing Head- Arrow, said, “The campaign for the Iconic White Shirt is seeing good traction on OOH as the campaign’s visibility is very high. The sites deployed by our outdoor partner OMI for the campaign are all adding to the brand’s advantage. Our current offering is an inspiration from the past to create a look that’s contemporary yet classic. We have revived the timeless style by presenting the all-time favourite White Shirt with a fresh twist that comes with the comfort and style and of course, the Arrow confidence.”