Cel­e­brat­ing 25 years

The ap­parel brand cre­ates a cam­paign with an un­con­ven­tional model.

The Brand Reporter - - EDITORIAL - By Deep­ashree Ban­er­jee deep­ashree.ban­er­[email protected]

#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

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