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Swetha Kannan

Bangalore April 9 Arrow, from the Arvind Brands stable, has given the crossover dressing culture the thumbs up. It is all set to make its first-ever television appearance very soon with a commercial on `the crossover look' for men — which will reiterate that lines between formal and casual wear are blurring and it is acceptable to sport a look that is not `ultra formal' and at the same time not ludicrous.

The TVC, to be aired on business news channels, will be accompanied by press and outdoor advertising as well. The media campaign has been devised by Alok Nanda and Co.

Says Mr Janak Dave, Senior Vice-President, Arvind Brands: "Crossover cuts across categories - such as automobile (the SUVs are an example), food and of course fashion. Dressing to work has evolved over a period of time. It is now acceptable to mix formal wear with casual wear and still come across as someone who is serious about his work." The campaign is not to tout any new collection from the brand but to give a stamp of credibility and acceptance to a consumer trend being witnessed globally and to a lesser extent in India as well, says Mr Dave.

`Mix and match'

While most brands have their distinct lines of clothing to demarcate between formal and casual wear, globally, the fad is to "mix and match." This fusion is happening in India too although sporadically, but Mr Dave believes with the right kind of exposure, it could really take off here. Arrow, through its campaign, wants to dare men to "push the edge" as far as work-wear is concerned.

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