Objective and Business Challenge

Arrow aimed to reinvigorate its appeal to India’s modern man—ambitious, style-conscious, and digitally active—while preserving its core identity rooted in heritage and trust.

The challenge:

• Reposition the brand as not just formal wear, but as the wardrobe for moments that matter
• Activate cultural relevance among Gen X and Millennials alike
• Maximize pan-India awareness across both premium and regional audiences

Campaign Milestones

Teaser Phase
Launched with the hashtag #WhatsHrithikUpto?, the teaser campaign featured cryptic social posts, silhouettes, and slow reveals—creating buzz and speculation across digital channels.

Main Campaign Launch
Arrow unveiled Hrithik Roshan as the face of the campaign through a high-impact hero film that merged cinematic visuals with style cues. The campaign rolled out across digital, OOH, and in-store channels, paired with influencer content on Instagram and YouTube.

Sustained Momentum
Post-launch, Arrow dropped a series of behind-the-scenes clips, styling edits, and regionalized versions of the campaign to drive recall and deeper engagement over time.

Strategy and Execution

1. Teaser Marketing & Curiosity Loops
   By kicking off with #WhatsHrithikUpto?, Arrow created a curiosity loop that drove organic conversation even before revealing the brand. The slow-burn teaser amplified anticipation and broadened reach via meme pages and fan communities.
2. Celebrity-Led Style Storytelling
   Hrithik’s timeless charisma paired with Arrow’s signature silhouettes sent a clear message: this wasn’t just about looking good—it was about being ready for the spotlight. The campaign film focused on moments like date nights, meetings, and life milestones—dressed in Arrow.
3. Influencer Collab Layer
   Fashion creators and lifestyle influencers recreated Hrithik’s looks under the theme “Suit Up for Your Moment,” creating a ripple effect across platforms. Their content brought the aspirational look into everyday style.
4. PR & Regional Penetration
   The campaign achieved high-impact media coverage across national and regional press:

• MediaBrief spotlighted Arrow’s message of celebrating everyday moments in style.
  Read on MediaBrief →

• ET BrandEquity highlighted Hrithik Roshan’s dual role as both face and director in the film, reflecting the campaign’s cinematic storytelling.
  Read on ET BrandEquity →

• Indian Retailer detailed Arrow’s product-led strategy for the season, linking it to Hrithik’s star power.
  Read on Indian Retailer →

• Fashion Network focused on the positioning of Arrow’s collection as celebratory wear.
  Read on Fashion Network →

• India Today featured an exclusive on Hrithik’s style ethos and his thoughts on the collaboration.
  Read on India Today →

Results and Measurable Impact

• 50M+ total impressions across all campaign channels
• 5M+ social interactions under the teaser hashtag #WhatsHrithikUpto?
• 25+ media placements across fashion, business, and entertainment press
• 15+ regional features increasing localized awareness in key fashion-forward cities
• Elevated brand sentiment and strengthened Arrow’s positioning as the go-to for significant moments

Strategic Takeaways

• Celebrity integration works best when tied to emotion: Hrithik wasn’t just a face; he was the embodiment of the campaign’s message.
• Teasers create tension and traction: The #WhatsHrithikUpto? Build-up generated pre-launch buzz that extended beyond release day.

Style is more powerful when personalized: Influencer content made the fashion more accessible to young professionals navigating their own spotlight moments.