Grey India has developed a series of TV ads for Raymond, which, in concept, stylish shoot and graphics plus musical execution and edit, and thanks to the superb production by Magik Lantern, is a classy depiction of the brand’s style and premium feel. The films weave the beautiful ‘sketch to stitch’ narrative of a bandhgala, a pair of trousers and a jacket. The campaign highlights the concept of customization wherein every detail can be tailored to the customers taste.
Raymond’s #TailerYourStyle campaign presents a narrative of the art of fine tailoring, depicting aesthetic perfection. Raymond presents the age-old craft of tailoring with a refreshed perspective, targeting not only the connoisseurs of tailoring but the man who has never opted for a tailored wardrobe.
Raymond #TailorYourStyle campaign by Grey India and Magic Lantern
Raymond is hoping the campaign will be a stepping stone in changing the consumer mindset about tailoring and establishing it as a modern and contemporary art. The campaign created by Grey India and produced by Magik Lantern should be equal to the task
Mayuresh Dubhashi, Executive Creative Director of Grey India said “Imagine a style, and you think tailoring. Think Raymond Custom Tailoring, and you imagine literally endless possibilities in style. With this new and peppy campaign… across multiple mediums, we have tried to bring forth this very might, and wonder, and the variety that tailoring is capable of. And also illustrate how this grand old art has managed to evolve over the years and remain stylishly contemporary.”
Madhu S Dutta, Head Marketing — Raymond Ltd., says, “Customization is at the heart of tailoring. Just like a concoction of gourmet ingredients come together to create a mouthwatering delicacy, similarly the fabric, the threads, the seams, the cuffs and collars harmoniously combine to create a perfect ensemble for the discerning gentleman.”
The marketing campaign includes print, outdoor, digital and in-store visual merchandising. Raymond is hoping the campaign will be a stepping stone in changing the consumer mindset about tailoring and establishing it as a modern and contemporary art. The campaign created by Grey India and produced by Magik Lantern should be equal to the task.
- Agency: GREY Group, Mumbai – Sandipan Bhattacharya, Mayuresh Dubhashi
- Account Management – Nishant Saurabh, Sean Silveira
- Planning – Arun Raman, Tanvi Joshi.
- Films Team (Grey Works) – Samir Chadha.
- Production House: Magik Lantern
- Director : Raf Wathion
- Executive Producer : Shoubhik Roy
- DOP : Henry Florent
- Music : Rajeev Raja