Tanya Singh, New Delhi
ARROW, the American formal menswear brand from Arvind Fashions Limited, has launched the Iconic White Shirt as a part of its Spring/Summer 2018 Collection. Renowned as the expert shirt maker since 1851, Arrow has made this timeless classic an iconic garment by combining style with comfort.
Arrow's Iconic White Shirt is crafted for professionals enabling them to look confident, stylish and in their formal best every day. The brand that redefines white with their tailored offering has created an ideal shirt that easily transcends from a formal to a casual setting, as it can be paired with a classic navy suit, a pair of slim-fit formal black trousers or with a pair of denims and a blazer. With changing fashion needs, it is important to offer the customers apparel that suits their preferences.
Outdoor Media Integrated, the OOH vertical of Laqshya Media Group was trusted with the responsibility to create conversations around the Iconic White Shirt on outdoor mediums. This campaign from ARROW commanded a befitting media plan, resulting in the team at OMI going all out to create a media plan that would generate buzz around the Iconic White Shirt. Media assets were handpicked from the nodal points of 28 key cities making them a quick, noticeable campaign. The media sites were analysed and finalized keeping in mind traffic routes and studying the typical travel pattern in and around the busiest B2B pockets. The aim was to reach out to 100% of the office going folks. The plan worked for the brand and the buzz is loud already.
Speaking on the campaign success, Mr 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 here 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 'Board room- Ready '".
The current campaign demanded a media plan that is equally iconic and the OMI team decided on a 'No-Miss' approach on Outdoor by going full throttle 'White' this summer. The eye catching creatives of the brand are apt for this season wherein people are eager to make a statement while not compromising on comfort. The OMI team picked up media assets by studying the travel pattern and their corresponding B2B pockets to further boost the campaign's impact.
Commenting on the Campaign's success, Peeya Sridhar, Marketing Head Heritage Brands Division said, "The campaign for 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."