Rediffusion DY&R, Bengaluru, has won the creative duties for Arrow, the premium apparel brand from Arvind Mills. Arrow has always been perceived as a brand for formal business occasions but in 2007 it wooed the younger audiences with the 'When you know' theme. ANC has been working on the brand since its inception in 1994.
Other agencies that had pitched for the account were Bates 141, Saatchi & Saatchi, Meridian and Alok Nanda Communications (ANC). The size of the business is about Rs6-7 crore. The media duties will be handled by Maxus.
The 'When you know' campaign targeted the SEC A male. It took off from the thought that true sophisticates appreciate what is right, know how to dress in different cultures and hunt for the right collectibles. The pitch, however, was called because the brand needed a fresher perspective.