Arvind, the leading exporter of fabrics in India takes immense pride in being a home grown Indian brand too. And to promote its festive menswear fabric collection, we sought inspiration from the sociological impact of these festivals on India’s psyche and style.

We are a country that celebrates not just with family but with society. Diwali lights up every street, Christmas sees plum cakes for everybody, Holi colours every city, and Eid sets off a domino effect of hugs and biryanis. We celebrate births, graduation, jobs, promotions, weddings, new vehicles, the onset of monsoon, the harvest season, wins in cricket matches…

This is not a country, it’s a veritable festival called India. Calling out this vibrant tradition and surging economy in its most modern, progressive, stylish and joyful avatar was our festive campaign called #FestivalCalledIndia.

We expressed this concept by combining the festive spirit with a style stimulus. We worked closely with the designers’ direction for bespoke garments that were made to showcase fabrics, styles, creativity and flexibility for a collection of over 500+ unique festive styles. A diverse group of models were used to showcase the diversity of our country along with showcasing the unique style combinations.

The visual style captured the exuberance and spirit of Indian festivities and its people. The campaign takes pride in our Indian traditions and captures the spirit in a spontaneity of stylish moments.

Festival called India struck a chord with the consumers and was a huge success, establishing the concept as the long term property and not just a one-off campaign.

That the consumers took notice of the unique style and wide range of fabrics was evident from sales moving up considerably as compared to the season in the year before.