Indiantelevision.com Team

(24 February 2009 4:45 pm)

NEW DELHI: Arvind Brands has roped in Rediffusion-Y&R, Bangalore to handle the creative duties of its men's wear brand Arrow. The size of the account is estimated to be in the range of Rs 60-70 million.

Prior to this, the creative mandate of Arrow lay with Alok Nanda Communications.

Said Rediffusion-Y&R, Bangalore business and branch head Paritosh Srivastava, "Arrow was a fiercely contested pitch and we are truly privileged to be chosen as their brand partners. Our perseverance, experience on the category and fresh thinking swayed the decision in our favour."

The account was won post a multi-agency pitch, which included Bates, Saatchi & Saatchi and Meridian.

"We wanted to have a fresh perspective on the brand and Rediffusion brought that to the table. They displayed a keen understanding of the category and a strong sense of the business," added Arvind Brands CEO J Suresh.

Launched in 1994, Arrow was aimed at professional men. However in 2007, the brand got a facelift for a more youthful look in order to appeal to the younger audience.