Raymond Ltd, in association with DDB Mudra Group, has launched an exclusive campaign for Ethnix by Raymond, showcasing the latest collection to celebrate the joy of shopping together with family and friends. Traditional attire is central to Indian festivities and weddings, and this campaign celebrates the grandeur and glamour of Indian festive fashion.
Raymond, a trusted name for weddings across generations, celebrates Indian men’s wear through Ethnix. With the wedding season upon us, Ethnix by Raymond hopes to offer the best ethnic wear fashion such as sherwanis, kurtas, bundis and jackets to shoppers. Raymond is in the process of launching more than 90+ ethnicwear stores across India, so families can shop together, coordinate outfits and complement each other’s look. The brand has adopted an integrated approach to bring alive an idea, integrating fashion with togetherness and inclusivity. The campaign comprises a mega film for theatre release, print, outdoor and digital advertising.
Elaborating on the campaign, Himanshu Khanna, CMO of Raymond, says, “Weddings and festivities have always been occasions to unite families. The preparations start well in advance, usually with extensive and intensive shopping trips. The vibe of these festivities can only be cherished when families shop together. The idea of this campaign is to reinforce the fact that Indians are all about celebrating every happy occasion with family – be it a festival, wedding or a shopping spree.”
According to Gaurav Magotra, National Integration Head, DDB Mudra Group, “Shopping online is a convenience. But shopping from an exclusive store is an experience. We wanted to celebrate the magic of getting ready for a big occasion on a bigger map. The baaraat could, well, start from an Ethnix by Raymond store!”
The Ethnix by Raymond advertisement will be screened across movie halls at cities where Ethnix has its presence through stores. The campaign will also have a significant digital presence. Shot entirely in an Ethnix by Raymond store, the film invites families to participate, feel the emotions and have fun while shopping.
Campaign credits
Creative: Rahul Mathew, Manish Darji, Kaushik Mitra
Business: Gaurav Magotra, Dushyanth Rao, Mohit Bhatt
Strategy: Anand Murty, Mou Roy
Films Jay Gaikwad
Production HouseCountryBoyz Films
Director Sana Ahmed, Beeswaranjan Pradhan
