Tailored Arrow for the good life in 2025
Services
Campaign Concept
Scriptwriting
Creative Direction
Social Media
Client
Arrow
Sector
Consumer & Retail
Question
What does “the good life” look like for India’s GenZ?
Answer
Moving on from stuffy sartorial choices, the good life embodies the effortless confidence, easy grace, and aspiration fronted by our new faces for the brand - Khushi Kapoor and Vedang Raina.
Right from the first pitch, we knew this one was different. When a legacy New York apparel brand decides to reinvent itself by diving into GenZ aspirations, you need to throw out the typical playbooks and draw deep from fresh-off-Tiktok level cultural insights that truly matter. We traded relationships for situationships, flipped narratives, sprinkled a bit of pet love into the mix and crafted a campaign that somehow managed to retain the old-school charm of the brand while breathing fresh energy in every frame.
We started by building a new world for Arrow from the ground up and premiered it with three films featuring our talented young protagonists. Conventions took a hike from the get go with a not-quite meet cute moment that leaves you wanting for more as we continue building this world through social media content pieces, in-store assets, mall branding and consistent storytelling.
Our content ecosystem expanded into scroll-worthy reels that felt less like branded content and more like a micro-drama playing out on your feed - ultimately resulting in a comprehensive campaign that firmly established Arrow as a true, new age fashion choice.
Tailored looks for a new era of Arrow men and women!
Reimagining the idea of grooming
Before the world-building, before the drama, before the magic came one interesting question - what is the epitome of grooming for GenZ’s movers and shakers? From way out of left field came the answer: a gorgeously groomed dog that manages to outshine our Arrow man!
This one thought became the pivotal drama point for all our three films as they swept across New York’s upper-east side inspired lobbies and streets.
Khushi and Vedang’s Ross-Rachelesque will-they-won’t-they drama played out through these three films that were fully ideated, scripted and creatively directed in-house at Ting.
Scroll-stopping drama, jaw-dropping aura
Why stop at three films? We kept the energy going by diving into everyday relatable moments of our protagonists - be it GRWM moments filled with arguments or simply a pet spa moment for our adorable canine. We kept our audience’s feed filled with branded content that kept garnering traction long after the films had rolled out.
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