Raymond launches new film to introduce its All-Black Collection

21 Mar,2018

By A Correspondent


Raymond Limited has introduced a new film titled ‘It All Begins with Black’ to showcase its ‘All Black Collection’. The new TVC stars Indo-Canadian singer and writer Jugpreet Singh Bajwa, who is visually impaired since the age of six months.


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.”.”


Added Sandipan Bhattacharyya, Chief Creative Officer, Grey group:, “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.



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