Raymond's media innovation, Ads screening on display TV at Croma

Raymond Limited, India's leading textile player now becomes the first Company in the sector to employ a media innovation to expand the spread of its brand commercials ' LCD screens at electronic outlets. To begin with, 65-80 large LCD screens kept on display at Croma outlets across Mumbai, New Delhi and Chennai would showcase Raymond's "The complete man" commercials all through this festive season, starting October 2, 1010.

Commenting on this media innovation, Aniruddha Deshmukh, President ' Sales and Marketing of Textiles, Raymond Limited said, "From a branding perspective, this is a breakthrough development for marketing textile brands. For Raymond especially, branding through commercials at Croma outlets is relevant, given the brand and quality conscious nature of its consumers. With Raymond's focus on quality clothing solutions, Croma's LCD screens provide the right platform to reach our consumers.

He further added, "Given the advertising clutter on almost all media in this festive season where brands are vying to get consumer attention, this innovation helps Raymond not only break the clutter but also helps address its core consumers in a high traffic environment. The Croma stores provide us an apt environment to connect with consumers, to address their clothing needs in a large format retail shop. Given the 550-strong network presence of "The Raymond Shop', we are confident that consumer access to our product offerings would be easy, with at least one shop in the neighbourhood of every Croma store."

This media vehicle is a result of a unique tie-up by Raymond with Aurora Comms, to showcase Raymond commercials throughout shopping hours across Croma stores in cities like Mumbai, New Delhi and Chennai. The large format displays with high resolution LCD and LED screens add to the aura of the magnificent Raymond ads. The TVCs provoke emotions and consumers could be seen standing and watching them.

Vishakha Singh, Executive Director, A Comms said ", A Comms has been helping brands connect with consumers at spendzones by being contextual and with clutter buster media ideas. We are delighted with the response to the Raymond campaign at electronic stores."