New Delhi: Arvind Brands has signed up popular film star and youth icon Abhishek Bachchan to endorse its denim brand “Flying Machine”, the first Indian jeans brand which enjoyed iconic status in the Denim Market.
In summer ‘07 Arvind Brands unveiled a package to re-launch Flying Machine with an Italian Designer, a new brand identity and exclusive retail stores. Abhishek’s endorsement of the brand is expected to give the re-launch a big thrust which will be followed by a new multimedia campaign.
Abhishek Bachchan said, “the brand’s designs, quality and value are top notch and I am glad to be associated with a pioneer in the field.”
CEO of Arvind Brands J Suresh explained the concept around which their advertising campaign would be hinged. He said that the new Flying Machine is more about a “state of mind” which wrenches the hinge of any limits on style and performance and goes beyond, while also taking pride in running along lines of originality and roots.
Which is why the company has zeroed in on Abhishek Bachchan who symbolizes today’s “no limits India” which prides itself on the strides its making, even as it remains rooted in its cultural sensibilities. His confidence, impeccable style, youthfulness allow him to create an entity that merges the classes with the masses.
Designed by a young Italian designer, Chicco who has on his portfolio clients like Replay and Evisu, the new collection of Flying Machine will be set in the streets of Europe and inspired by ‘Fashion Tripping’, a concept, representative of a fantasy that combines influences from every fashion capital into a young persons wardrobe.
Over 300 new options will be launched this season with dark denims that are distinctive with clean washes and new fits as also coordinated with a large collection of shirts, knits, jackets, winter wear and cool accessories to give a thematic global look.
Arvind Brands is a division of Arvind Mills Ltd and is based in Bangalore, managing a portfolio of large well known brands such as Arrow, Excalibur, Flying Machine, Newport, Ruf n Tuf and Mega Mart. The new range will be marketed through leading retail stores and 50 exclusive outlets of the company.