afaqs!

Arrow awards digital duties to 22feet

By Nisha Menon , afaqs!, Mumbai | In Digital | March 29, 2012
The win for the agency comes after a multi-agency pitch. The creative duties are handled by Rediffusion-Y&R.

Arrow, the premium apparel brand from Arvind Mills, has awarded its digital duties to 22feet. The win for the agency comes after a multi-agency pitch. The mainline creative account for the brand is handled by Rediffusion-Y&R. This is the first time that the brand has brought a specialised digital agency on board to handle its social media and other online initiatives.

Vineet Gupta

Confirming the news to afaqs!, Vineet Gupta, managing partner, 22feet, says, "Arrow is a legendary brand. The brief given to us is to make the brand relevant as far as the fashion and attitude perspectives are concerned. The activities on various social media platforms will be integrated to ensure that the brand is brought closer to the consumer and meaningful conversations are built around it."

The ad spend on the digital medium could not be ascertained at the time of filing this report. The agency plans to chart out a phase-by-phase digital plan for the brand, which will be executed on various social media platforms such as Facebook, Pinterest, YouTube and Twitter. A revamp of the website is also on the cards.

Arrow was recently in the news for styling the look of actor Saif Ali Khan in the recently released film, Agent Vinod. The international, urban and lean look of the protagonist is designed by Arrow New York's 'The Zero Calorie Work-Wear' collection. Inspired by a cutting edge lifestyle, the Zero Calorie Work- Wear line features a minimalistic cut and understated monochromes designed to give a leaner look, that goes with the look Khan sports in the film.

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