Mumbai: To showcase its ‘All Black collection’, Raymond Limited has introduced a new film titled ‘It All Begins with Black’. With an unconventional take on the colour black, that’s quite unlike any fashion film ever seen, the 75-second TVC is a poetic ode to black fabric that’s deep, raw and surprising, with an unexpected revelation in the end. The new TVC stars Indo-Canadian singer and writer Jugpreet Singh Bajwa, who is visually impaired since the age of six months.
Through the new film the All-Black Collection by Raymond, perhaps the most comprehensive ever being launched with over 1000 styles of black suiting fabric, challenges the notion that black is uni-dimensional and boxed up. Developed with Grey India the film delves into the versatility of black, with slick fashion colliding with a narrative that’s just as intriguing as it is lyrical.
The narrative has a consistent progression, building human attributes into the colour black and leading up to a striking touch of authenticity in the end. The film features Jugpreet Bajwa, talking about why black has more hues than one can imagine, as the background crew dressed in immaculate shades and textures of black, enact his words. It is this realization, that the film is a visually impaired person’s interpretation of black – which makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind.
Speaking about the campaign Madhu S. Dutta, Head Marketing, Raymond Ltd., said, “Over ages, Black has been a classic fashion favourite. A staple fabric and a part of every discerning gentleman’s wardrobe. Black beautifully complements every persona depicting elegance, a sense of sophistication. At Raymond through our new Black campaign, our endeavour has been to engage with the consumers through an authentic and honest narrative – weaving a special connect through the versatile collection which is more than just a colour and more than how the world perceives the colour black.”.”
Sandipan Bhattacharyya, Chief Creative Officer, Grey group, said, “It is this realisation that the film is a visually impaired person’s interpretation of black – that makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind. Only a brand like Raymond can bravely embrace authenticity and seamlessly mash it up with fashion.”
A complete 360 degree marketing campaign which includes digital, in-store visual merchandising, outdoor, television and cinema promotion is being executed for the Raymond All Black campaign.