Male clothing brand Arrow, which had called for a pitch some time back in Bangalore, has decided to continue with its existing agency Alok Nanda & Co (ANC). The pitch was called soon after Arrow’s campaign ‘When you know’ broke in print few months back. Amid much speculation, it is now known from sources close to the development that ANC will very much continue to handle the business of Arrow.
ANC has been handling the Arrow business now for nearly five years. Prior to ANC, Grey was handling the business and was also the agency involved in the launch of the brand in India.
The advertising for the brand traditionally sticks to print, supported by outdoor and digital. The size of the business could not be ascertained at the time of filing the report.
For the recent ‘When you know’ campaign that broke in print, Arrow’s officials explained that the reason for coming out with the campaign was that there was a need to move away from being just in the product space to being a lifestyle brand. The idea was to make the brand bigger and not merely be seen as a garment, hence, a communication to reach to its TG, which is primarily male SEC A in the 25-35 age-group.
Arrow, which stands for correctness in dressing, boasts of a pedigree that is almost 150 years old. The brand positions itself as an authority on dressing right.