Traditional Gets a High-Fashion Nudge in New Raymond Campaign
Raymond puts a fashionable spin on the ceremonial wear segment with a freshly baked campaign that nudges you to go beyond the cookie-cutter mould when it comes to dressing up for occasions. High fashion meets elegant versatility in this stunning range that covers bandhgalas, sherwanis, kurtas and even tuxedos.
The series of four films use striking minimalism and multiplicity to elevate the perception of this segment from a unidimensional lens to one that’s versatile, contemporary and fashionably rooted.
The visual style is surreal and the palette blended, to ensure the ensembles pop, defining the fact that celebrations don’t come in unicodes, they have many faces, many expressions. The flurry of cuts through stunning ensembles presents even more reason for you to find the right mood and the right expression for every occasion.
Nishant Saurabh, Sr. VP & Branch Head, GREY Mumbai said, "The new Raymond Ceremonial collection explores the many facets of traditional dressing and nudges the stylista to experiment more. The series of 4 films have a distinct visual style where we have looked to highlight the product in a surreal treatment that’s distinct and stark. We have showcased the fact that celebrations don’t need to be unidimensional, they can have multiple expressions whatever be the occasion"
Commenting on the series of four films, Madhu S Dutta, Head, Marketing and Digital Social Media, Raymond Ltd. said, “The latest ceremonial line from the House of Raymond showcases a flurry of ravishing designs in fabrics to be tailored into fine silhouettes suiting the fashion palette of the modern gentleman. The TVCs, very aesthetically highlight the ensembles giving traditional fashion a contemporary makeover. Every ensemble immaculately depicts varied moods and expression creating a delightfully versatile visual impact by blending fashion and style.”
Client : Raymond Limited
Ensemble : Raymond Design Studio
GREY group India:
Creative: Vivek Bhambhani, Mangesh Kavale, Mehul Prajapati, Sandipan Bhattacharyya
Planning: Arun Raman
Client Servicing: Anand Ashar, Zaid Sayed, Yash Jain
Films (GREY WORKS) : Samir Chadha
Director: Lloyd Baptista
Producer : Vijay Nair
Production House: Clapper Boy films
PR: Sonal Mehta