Reinvigorating brand perception
Arvind set out to strengthen its presence in the premium suitings category with Primante — a limited-edition collection of rare Italian worsteds crafted for bespoke tailoring.
The challenge was to reposition a brand known for shirtings and denims as a serious player in suitings. Drawing from the timeless appeal of Italian craftsmanship, we built the idea Irresistibly Italian to anchor the relaunch.
From concept to styling and execution, the campaign was rolled out during the Autumn–Winter wedding season, resulting in a significant uplift in sales over the previous year.
