Ad Campaigns
Arrow says ’best is yet to come’ in latest campaign
MUMBAI: Marking its 25th anniversary in the country this year, Arrow continues to stand tall for its contemporary, timeless and classic workwear; one that India has loved it for.
Pioneering workwear styles that allow professionals to look and feel their best each day, Arrow has been at the forefront of shirt-making from creating the first detachable collar in 1851 to creating 400 more.
Bringing fervour to life is Arrow’s newest campaign – ‘Best is yet to come’, conceptualised and executed by Arrow’s AOR, integrated agency What’s Your Problem Brand Solutions.
The film encourages professionals to do their best each day and stop at nothing. Telling them how yesterday’s awards, promotions, successes are all yesterday’s, but today is a new day and the need to outdo oneself must never rest, because the best is yet to come.
The film shows Arrow celebrating 25 years in India by dressing up retired corporate professionals who they missed dressing up earlier, as these professionals had already retired before Arrow had launched in India. Thus evolved the idea of dressing up OP Khanna, an 82-year-old man to celebrate his past corporate achievements and his pursuits today, where he strives to be better than yesterday. And dressing him up is to showcase that even his best corporate look is yet to come.
Arvind Fashions Limited CEO for heritage brands division Sumit Dhingra says, “Arrow has been at the forefront of legacy and innovation for the last 25 years in India. But not one to rest on its glory, through this campaign, we want to urge the young or old, working or entrepreneur, sportsman or director; to continue their journey for perfection, knowing well that their best is yet to come. It was a privilege shooting with O P Khanna, mirroring his quest to keep going even at 82 is inspirational.”
What’s Your Problem Brand Solutions founder and creative head Amit Akali,
and creative supervisor Aditi Naikar say, “Rarely has a fashion brand dared to use an old man as a model. With Arrow’s team of designers, international stylists, make-up artists and photographers, we set about making him look better than he’s ever looked before. This was a live activation, captured on film by Director Prasad Naik and his team at Fusion films. We all realised that OP Khanna’s story was so inspirational, we just had to do justice to it by capturing its reality – at the same time Arrow is a fashion brand, and I think Prasad has managed to make it both, a fashion film and an emotional documentary.”
Director Prasad Naik adds, “When WYP came to me with the idea I was really excited. Being a fashion photographer who has been constantly trying to reinvent myself I resonated with the thought of ‘best is yet to come’. I was also clear the film had to be shot in a real, documentary style just bringing alive Mr. Khanna’s true story – but it also had to look more beautiful and contemporary than any fashion film you’ve seen – which is why we flew down a German cinematographer from Portugal who specialises in these kind of documentaries.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
