Raymond reimagines tailoring in the new campaign by GREY group India
Tailor your style - a campaign by Raymond, presents a narrative of the art of fine tailoring, reviving the rich legacy of aesthetic perfection. Raymond presents the age old craft of tailoring with a refreshed perspective, targeting not only the connoisseurs of tailoring but the gentlemen/customers who have never opted for a tailored wardrobe.
The campaign developed by Grey India is a series of 5 television ads which weave the beautiful ‘sketch to stitch’ narrative of a bandhgala, a trouser and a jacket. The campaign highlights the concept of customization wherein every detail can be tailored to the customers taste. The perfect cut, meticulous attention to detail and an impeccable fit come together to tell a tale of creation & craftsmanship.
Speaking about the campaign 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 & collars harmoniously combine to create a perfect ensemble for the discerning gentleman.”
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 that will come to life 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."
A complete 360 degree marketing campaign including print, outdoor, digital and in-store visual merchandising have been planned. The campaign will be a stepping stone in changing the consumer mindset about tailoring and establishing it as a modern & contemporary art.
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