ARROW ‘4-in-1 Shirt’ Launch with Ayushmann Khurrana; Managed by TOAST
by Isha Gakhar Entertainment | April 29, 2016 | News
Toast Events Ayushmann Khurrana ARROW Arvind Lifestyle Brands
ARROW, the apparel brand under Arvind Lifestyle, recently unveiled their '4-in-1' shirts with the uber stylish, Ayushmann Khurrana. The product launch that took place on April 20 at St. Regis Mumbai was managed and executed by TOAST Events.
The presentation of the shirts for the influencers was done in an innovative fashion, a box that had the shirt along with a bottle of perfume, sunscreen, stain remover and a miniature iron. The concept was to present the influencer with the revolutionary shirt in a revolutionary way, telling them that on the day they don’t have their 4-in-1 shirt, they would need the other things. According to TOAST, the concept went viral and had male fashion bloggers talking about it online.
Since the 4-in-1 features of the product were the focal point of the entire campaign, the event flow was devised around the same. SNG Comedy was brought on board to put together an act that would revolve around the shirt keeping Ayushmann in mind. The scripted act was all about Ayushmann being dressed in Arrow and the funny incidences he faces during the course of the day, at the end of the day, the shirt saves the day.
Along with Ayushmann, TOAST got on-board influencers from different walks of life who experienced the product and shot a video of themselves talking about their experience with the shirt. Some of them were Danish Sait (RJ & Presenter) and Saransh Goila (Chef) who also posted videos posted on their individual social media pages thanking the brand for these goodies.
While unveiling the ARROW '4-in-1' shirt, Ayushmann Khurrana said: “I love stress free dressing yet look stylish always. While on most occasions we change our looks maybe twice a day, this 4in1 innovation helps me keep an AM to PM look! What a fabulous launch this is for people like us and like you who live the fast life. I am sure to have at least a few of my favorite colors as staple shirts from the 4in1 in my wardrobe.”
Commenting on the execution of the event, Wilson D’souza, Operations TOAST, said “It was an exciting concept to execute, more than the main event, it was the give-away box that was challenging to execute. The intricacy it required to keep it up to the standards of the brand was of utmost importance and I’m glad that as always TOAST has maintained the standards.”
While sharing the agency's association with ARROW as a brand, Anika Goyal, Client Servicing, TOAST added, “This is the first time we worked with Arrow and it has really been an amazing experience, they brand was extremely happy with the concept we presented and were very clear on their requirements in terms of quality. Jointly, we were able to execute an event that was not only unique for the media, but also created the right kind of pre-event buzz for the 4-in-1 shirt.”
On the launch, Venkata Ramani, CEO Heritage Brands Arvind commented, “Most wearables have evolved today and probably the less evolved wearable is the shirt. A simple shirt which we wore 5 years ago doesn’t entirely fit the need of our fast life today. We’re addressing this gap here for the man of today and bringing a much better utility yet stylish shirt for their closets. We have reconciled all these problems into one shirt called the 4-in-1.”
Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.
TOAST engaged a number of bloggers and influencers, including Danish Sait (RJ & Presenter) and Saransh Goila (Chef) to create pre-buzz around ARROW ‘4-in-1' shirt launch in Mumbai.