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Arrow out to hyptonise. Launches new campaign

08-October-2002
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Arrow out to hyptonise. Launches new campaign

Arrow, the premium brand from Arvind Mills stable has planned a media campaign worth Rs 1.5 crore this festival season. The campaign, to run from October to December would, by and large, focus on the newly launched festive collection of Arrow - Hyptonica.

The high spend is basically to make the brands presence felt in the exceedingly cluttered readymade market. Says Harish Shriyan, Executive Vice President Mediacom Grey Worldwide (agency on account), "We need to be highly visible in the media when the competition is hotting up. In the past, we had come out with many collections like Madison, Blue Ribbon, Illusions etc. We are now coming out with Hyptonica to keep the customers aware of Arrow's quality collections and ensure the brand is always on top of their mind."

However, though media budget has increased, there is no plan to include television as of now. The brand would be seen in a wider range of magazines. Says Shriyan, "There are no major changes in the media strategy, but this year we are looking at more of focussed magazines. We are also doing photo features in magazines like Femina, Jetwings and Man's World etc. Our concentration is on print and outdoor."

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