F1 is a 2025 American sports drama film directed by Joseph Kosinski and stars Brad Pitt as Formula One racing driver Sonny Hayes
| Photo Credit:
Ritaja Roy _12104@Delhi
Marketing investments into “F1”, the hollywood movie starring Brad Pitt, has provided strong brand visibility to Tommy Hilfiger, a designer lifestyle brand under Arvind Fashions Ltd, said company officials. The brand’s association has led to a spurt in brand search and walk-ins
“We felt that this is the right time to invest very aggressively behind marketing. We saw an opening in the market to fuel growth of marquee brands like US Polo Association and Tommy Hilfiger etc to gain market share and grow aggressively,” Shailesh Chaturvedi, MD and CEO of the Ahmedabad-based company said recently. US Polo Association, Tommy Hilfiger, Arrow, Calvin Klein, Flying Machine are the five core brands of Arvind Fashions Ltd and cater to the urban, upwardly mobile consumers seeking global fashion.
“A lot of this marketing investments have gone into online visibility for recruiting new consumers, including younger consumers and consumers in small towns through our wide online reach. Our brands are market leaders across channels and this marketing investment will further strengthen our leadership position. One very happy example of this marketing investment has been the investment of Tommy Hilfiger into F1 movie that got released recently. You can see very strong brand visibility and brand association with Tommy Hilfiger in this movie. We saw an immediate spurt in brand search and increase in walk-ins with the association with the film. the special F1 capsule of garments with Tommy Hilfiger also got sold super quickly,” Chaturvedi added while addressing his last investors’ call a few days ago. Amisha Jain will be taking over as the new MD & CEO of the company for a five-year term from August 13.
On September 7, 2011, the company had entered into a License Agreement with Tommy Hilfiger Europe BV and obtained an exclusive and assignable license to use the Trademark Tommy Hilfiger, in connection with the manufacture, import, distribution, promotion, advertising and sale of Tommy Hilfiger products in India for a consideration of ₹37.80 crore, according to the company’s annual report. Under the aforesaid agreement, company must achieve a certain minimum sales level with respect to the licensed products and pay royalty on higher of the actual and minimum sales value of license products.
“We have taken a stance to very aggressively invest behind advertising. Last year also we steadily increased our advertising spends as our big brands are becoming bigger. It is a conscious strategy to increase the advertising (spends) and remain top of the mind and gain market share. This strategy will continue on FY 26,” he added. The company has targeted to open 150 new retail stores in FY 2026 and in the first quarter of the current fiscal it has opened 40000 square feet of additional retail space. Tommy Hilfiger and Calvin Klein business have grown double digits, delivering exceptional margin profile,” Chaturvedi said, adding that the company aspires to achieve a 12-15 percent growth in revenues during the year.
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Published on August 5, 2025
