Mumbai: Arrow, the iconic fashion brand has unveiled its new campaign. Conceptualised by WYP, a Wondrlab company. The campaign stems from the insight that in the mind of the Indian male, Arrow has always been seen as being one for special occasions in life. The brand strengthens that position with the new campaign that calls out “Every special occasion deserves an Arrow.”

However, their starting point wasn’t just a line. Instead of just creating an ad, Arrow wanted to create an act that would help cement the position of the brand in the minds of the consumer. They did it by creating a special occasion that would be the most natural to brand ambassador Hrithik Roshan. Something he would want to celebrate wearing Arrow.

That is why the first film of the campaign showcases Hrithik as a director. Where he chooses to wear Arrow for his special occasion. Whereas the second ad film features three versions of Hrithik shedding light on all the special occasions that deserve an Arrow.

Speaking about the campaign, Arrow brand ambassador, Hrithik Roshan, said, “I love how Arrow celebrates every special occasion in our lives with its versatile collection of menswear. I am thrilled to be a part of the new Arrow Campaign, in which I celebrate my milestone moment. From 25 years of being in front of the camera, I have stepped behind it for the Arrow campaign.”

Wondrlab co-founder and CCO Amit Akali said, “Arrow has always looked at creating work that pushes boundaries. So have we. That’s why for ‘Every special occasion deserves an Arrow’, we wanted to focus on an occasion that Hrithik would truly mark a day of celebration for him”

The film shows Hrithik Roshan on a film set getting ready for a special occasion dressed in Arrow. Once he walks on the shoot floor, instead of acting in front of the camera, he goes and sits in the director’s chair! And reveals his special occasion to the world.