Plus One Design

Client Brief

Arvind, one of the leading menswear textile manufacturer in the country wanted to capitalize on the festive season. The job was to attract more footfalls and peak sales along with the long term goal of upping the style credentials & fashion imagery of the brand.


Adding a vivaciousness of style to Indian festivities

How does a challenger brand take on the deep pockets of the market leader, especially in the festive season which sees huge media spends by them.

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.

Plus One Design


  1. Mumbai



Category Experience


11-25 Employees

Other Projects
Tea Culture Of The World
BRAND Tea Culture Of The W, 2015

PROJECT Tea Culture Of The World...

Tea Culture Of The World, a whole-leaf premium teas start-up was about to make a shift from being a B-2-B supplier to directly entering India&rsquo...

Urban Blackberrys
BRAND Urban Blackberrys, 2018

PROJECT Urban Blackberrys...

One of India’s leading menswear brands, Blackberrys wished to create a casual brand to help them influence a considerable share of the millen...

Femina Flaunt Salon
BRAND The Times of India G, 2018

PROJECT Femina Flaunt Salon...

Helping build a new Salon brand from The Times Group The Times of India Group, India’s largest media conglomerate was to extend its l...

BRAND VNC Group, 2018


VNC group, one the most trustworthy company in the south Indian steel sector, wanted to rebrand their waterproofing products to have a mo...

Raymond Linen
BRAND Raymond Fabric, 2015

PROJECT Raymond Linen ...

Raymond, the iconic menswear brand and market leader in menswear fabrics makes a relatively late entry into the linen category, but with immense st...