Today, TV alone cannot be the marketing plan for brands: Marketing Head, Raymond

In a conversation with exchange4media, Madhu Dutta talks about Raymond’s recent campaign, marketing strategy and more

by Misbaah Mansuri
Published - Apr 12, 2018 8:55 AM Updated: Apr 12, 2018 8:55 AM
Madhu S Dutta

To showcase its ‘All Black Collection’, Raymond Limited recently launched a film titled ‘It All Begins With Black’. With an unconventional take on the colour, the 75-second TVC is a poetic ode to black fabric and has an unexpected revelation in the end.

Madhu Dutta, Head (Marketing), Raymond Limited, in conversation with exchange4media opened up on these campaign initiatives, overall marketing strategy, about capturing the brand’s legacy in the form of advertising, the company’s OOH approach and more.

Edited Excerpts

What was the starting point and overarching thought behind your recent campaign?

This campaign is for ‘Black Collection’ that we have introduced. It is from Raymond Textiles and there are more than 1,000 styles in the portfolio. This business initiative was the starting point of the campaign. The objective, which is very clear, was to bring out the versatility of the collection.

So the campaign is a poetic ode to what black stands for. The overarching thought is that black is not unidimensional, but has a way deeper meaning.

What is your overall marketing strategy? Has it changed over the years?

We have been the pioneers in the textile industry. Over the years, we have tried to capture attention in terms of full wardrobe strategy. People’s fashion sensibilities have evolved over time, and they are now way different from what they used to be. There has been a constant evolution. Our strategy revolves around an attempt to provide a full wardrobe solution to every discerning individual. And that is the reason we introduced Raymond Made-to-Measure.

Can you tell us about Raymond’s marketing mix as well as the brand’s OOH approach?

Our biggest marketing plan has always been TV. However, today, television alone cannot be a marketing initiative that a brand can take. We do a lot activations and are active in driving conversations across the digital space.

Our outdoor approach is long-term and strategic. There are certain very strategic and prominent locations that we select and also take into account the season, city and festivals to get high visibility. And then we pump it up further with activations.

Tell us about the brand’s advertising journey and about capturing brand’s legacy in the communication?

Raymond is a brand older than 90 years and there is a high level of brand equity, apart from the affinity from Indian consumers. We have all grown up with ‘Raymond--the complete man’. However, for the last three and a half years, we’re not only nurturing and bringing evolution to ‘Raymond--the complete man’, but have also been keeping up through constant introduction of different collections across multiple categories that we have.

Going further, can you tell us the brand’s priorities?

Our endeavours are directed towards engaging with customers. The focus is on bringing out the talkability point of the brand through product innovations and design aesthetics that we’re bringing on-board. It's also about getting Raymond to offer a complete solution.

Watch the TVC here:



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