Ethnix by Raymond celebrates family and fashion in its latest campaign

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.

India is slated to have 32 lakh weddings between November-December 2022, according to a Confederation of All India Traders (CAIT) survey across 35 cities with 4,302 traders and service providers. Given this backdrop, Ethnix by Raymond, which is exclusively devoted to dressing every Indian man in elegant traditional wear, will have the doors of all its stores across the country open to shoppers. The understated, yet dapper, designs have been created to appeal to men of all age groups and to look their best during every ceremony that makes up the great Indian wedding.


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