Visit the 'Gods of Summer'!

Arvind launched a new collection of premium fabrics targeted at 'summer'. A special range of clothing is introduced including cottons, linens, whites and denim that has unique anti-microbial properties to reduce the impact of summer heat.

The campaign idea was to highlight the fabrics, while having a concept that establishes the clear advantage of Arvind over the other brands. The aptly titled 'Gods of Summer', the campaign featured models wearing custom styled clothing, shot against the backdrop of the arid terrain of Jaisalmer.

The campaign has been released across India with print, outdoor and is well-complimented with in-store support and digital media.

Commenting on this, Kulin Lalbhai, MD, Arvind Ltd said, “God's of summer campaign has given a wonderful expression to Arvind's core product range of cottons and summer products in a creative and impactful way".

Speaking about the campaign, Sharat Kuttikat, Sr. Creative Director, Mudra Ahmedabad said, “The campaign was realistic yet surreal at the same time. Shooting against an arid terrain, in the scorching heat of summer, the campaign showcased how the fabrics were made to handle such extreme conditions, while the element of the Sun as a halo added drama”.

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