Arvind: Riding the heat wave

The garment manufacturing company has launched a campaign to promote its summer collection.

Garment manufacturer Arvind Limited has launched a campaign to promote its new range of clothing for this summer.

The collection includes a special range of cotton, linen, white and denim clothing that have unique anti-microbial properties to reduce the impact of summer heat.

The campaign attempts to establish the advantage of Arvind over other brands. Titled 'Gods of Summer', the film features models wearing custom-styled clothing, shot against the backdrop of the arid terrain of Jaisalmer.

The campaign has been released across India though print and outdoor media and is well-complimented through in-store support and digital media.

Kulin Lalbhai, executive director, Arvind Limited, says, "The 'Gods of Summer' campaign has given a wonderful expression to Arvind's core product range of cottons and summer products in a creative and impactful way."

Speaking about the campaign, Sharat Kuttikat, senior creative director, Mudra Ahmedabad, says, "The campaign was realistic yet surreal at the same time. Shooting against an arid terrain in the scorching heat of summer, the campaign showcases how the fabrics are made to handle such extreme conditions, while the element of the Sun as a halo adds drama."

Arvind Limited was born in 1930 and in a very short span of time deemed to be profitable. Today it offers some of the most well known brands such as Lee, Wrangler, Arrow and Tommy Hilfiger, Flying Machine, Newport, Excalibur and Ruf & Tuf. They also have 136 retail outlets of 'The Arvind Store' across India.