Raymond gets Khadi-proud with new TVC ‘The Story Re-spun’

The new TVC reiterates the powerful message of Khadi and how it will continue to be a movement of change, however this time as a fashionable fabric

e4m by exchange4media Staff
Updated: Apr 12, 2018 6:47 PM

Raymond has launched a new TVC titled ‘The Story Re-spun’ for its new Khadi collection.

Conceptualised and developed in-house, the new TVC portrays the transformation of Khadi as the ‘Fabric of the Nation’, to becoming a new-age fashion ensemble, synergizing deep rooted Indian-ness and craftsmanship of Khadi.

Filmed in the backdrop of bright-white salt pans and crisp blue skies, the new TVC reiterates the powerful message of Khadi and how it will continue to be a movement of change, however this time as a fashionable fabric.

The film opens with models marching onto a path, with their bodies adorned by beautiful Khadi outfits, dotting the whitish muted landscape, their faces filled with resolve and gloriousness, through a surreal visual of charkhas strewn along their path. The voice heard upon these visuals, make a hair-raising, provocative, patriotic point, with the film bursting with colour, lighting up the white, blue frame. In the end, the models get onto a fashion ramp and march on.

The TVC is featured in two languages, Hindi and English, with Gulzar as the lyricist and Shabana Azmi lending her voice to the Hindi version.

Talking about the new TVC, Madhu S Dutta, Head Marketing, Raymond, says, “‘The Story Re-Spun’ is a delightful narrative, a pledge by Raymond to help rejuvenate the traditional Indian craft by collaborating with artisans and designers, to create products that are relevant and compelling for consumers of today. Through our new TVC it is in our endeavor to portray our products stylishly, from the lens of fashion and narrate Raymond Khadi in a compelling way; not only as a differentiated product offering, but also build in fashion sensibilities through thought and visual representation.”

As part of the initiative, over the last one year, Raymond has also brought in design and technical interventions at Khadi manufacturing clusters across the country, through a strategic association with KVIC.

Besides Raymond Shops, Khadi collection by Raymond will be available at select KVIC outlets as well, and across leading ecommerce portals and multi-brand outlets.

To position Khadi as a fabric of choice, Raymond has commenced a 360 degree marketing, communication and promotional initiatives to reach out to its discerning consumers.

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