Celebrating 25 years
The apparel brand creates a campaign with an unconventional model.
#BestIsYetToCome features an 82-year old protagonist.
Celebrating 25 years of being shirt makers, Men’s formal wear brand Arrow (part of Arvind Fashions) released a digital film - The Best Is Yet To Come. Conceptualised and executed by Arrow’s AOR - What’s Your Problem Brand Solutions - the film, following a route less travelled, encourages retired professionals to do their best each day and stop at nothing.
O.P. Khanna, the “model” in the film, was a hardcore corporate professional who often worked 18 hours a day. While he had limited exposure to the film industry, he maintains, “Several IITs and MNCs I worked with in the past made documentaries on me, but they were quite different. A full-blown film is a different ballgame altogether.”
Khanna, a graduate engineer from IIT Kharagpur and post-grad from Halle, Germany, hails from Bangalore. Being a perfectionist, Khanna wanted to be thorough with the script. Although he would miss a word during takes (particularly in the drawing room scene) and ad-libbed here and there, a modest Khanna praises the director for maintaining his patience.
So, does the insight actually cut across age groups, demographics and professions?
“It stems from the endeavour to be a better version of ourself, to reinvent, to be forward-looking, and to strive for new successes even though we may have achieved something significant in the past,” says Sumit Dhingra, COO, Arvind Lifestyle Brands.
Dhingra continues, “A young person who has just started his career or a CEO at the pinnacle of his, will equally resonate with this thought. Arrow is for the working professional with the core audience being 28-45 years, who is always looking for new challenges and opportunities to do better. Hence, they will connect with the thought behind - The Best Is Yet To Come.”
The campaign is about celebrating professionals who aim to make each day better than the previous one, irrespective of their age. This is resonated in the film featuring an 82-year old protagonist.
Arrow, as the brand claims, is for professionals who have a similar belief system. “Going forward, we would like to connect with other such professionals (like Khanna) and dress them up in Arrow as well. We would also open this up to our customers and fans who share their stories and personal journeys and probably pick the best ones to dress them up in Arrow too,” Dhingra adds.
THE TAKEAWAY FROM THE BRIEF...
The creative brief to the agency was to create a campaign that is beyond showcasing seasonal looks; to develop a campaign that has an emotional connect with the consumer.
“The campaign began with communicating the brand heritage in store windows through a timeline visual mapping the key milestones of the brand from 1851 to 2018. The ATL campaign was focused on print and OOH advertising on the
The film, #BestIsYetToCome, features an 82-year old protagonist.
new positioning of ‘The Best Is Yet To Come’, were released nationally in key markets. This was followed by celebrating 25 years of Arrow India with the digital film that has been released,” informs Amit Akali, founder and chief creative officer, What’s Your Problem.
“We first started with creating a belief system and philosophy for brand Arrow. Once the belief system was decided, every piece of communication had to come from there - from events, activations or print ads,” Akali states.
Akali mentions and adds that finding people who had retired 25 years ago, who were still active and willing to shoot with them, proved difficult.
While they had to fit the age profile, their achievements and story had to be motivational and personify the philosophy. The agency spent a good couple of months contacting various corporate achievers who had retired in the early 90’ and spent hours meeting or interviewing the few they found before actually zeroing in on Khanna. “Every meeting with him was inspirational. That’s when we knew his story was the one to share,” shares Akali.
What about the age demographic? What if millennials fail to get the brand message right in this recent spot and move to a rival brand instead?
Akali responds, “The philosophy of #BestIsYetToCome is relevant to working professionals of all ages. When you’re young and starting off, you are extremely positive and look forward to achieving your best. At the same time, it’s a philosophy that keeps you going even at the later stages of your career. The big achievers are the ones who don’t rest on their laurels, irrespective of age. And, those are the people that millennials look up to.”
The spot ends with a note revealing that the brand made an attempt to dress up other professionals too, as part of the campaign.
At the same time, there was also the criteria that individuals had to have retired before Arrow came to India in the early 90’s. “Which is what made it so difficult - some of the people we contacted had retired much later,” Akali says, adding, “The shooting process was extremely memorable and inspirational. Just hearing their life stories awed us. On top of that, the energy they possessed was remarkable.” ■
“Several IITs and MNCs I worked with in the past made documentaries on me, but they were quite different. A full-blown film is a different ballgame altogether.” O.P. KHANNA