Top Story

e4m_logo.png

Home >> Advertising >> Article

Black is beautiful, says Raymond's new campaign

21-March-2018
Font Size   16
Black is beautiful, says Raymond's new campaign

To showcase its ‘All Black collection’, Raymond Limited has introduced a new film titled ‘It All Begins with Black’. With an unconventional take on the colour black, that’s quite unlike any fashion film ever seen, the 75-second TVC is a poetic ode to black fabric that’s deep, raw and surprising, with an unexpected revelation in the end. The new TVC stars Indo-Canadian singer and writer Jugpreet Singh Bajwa, who is visually impaired since the age of six months.

Through the new film the All-Black Collection by Raymond, perhaps the most comprehensive ever being launched with over 1000 styles of black suiting fabric, challenges the notion that black is uni-dimensional and boxed up. Developed with Grey India the film delves into the versatility of black, with slick fashion colliding with a narrative that’s just as intriguing as it is lyrical.

The narrative has a consistent progression, building human attributes into the colour black and leading up to a striking touch of authenticity in the end. The film features Jugpreet Bajwa, talking about why black has more hues than one can imagine, as the background crew dressed in immaculate shades and textures of black, enact his words. It is this realization, that the film is a visually impaired person’s interpretation of black – which makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind.

Speaking about the campaign Madhu S. Dutta, Head Marketing, Raymond Ltd., said, “Over ages, Black has been a classic fashion favourite. A staple fabric and a part of every discerning gentleman’s wardrobe. Black beautifully complements every persona depicting elegance, a sense of sophistication. At Raymond through our new Black campaign, our endeavour has been to engage with the consumers through an authentic and honest narrative - weaving a special connect through the versatile collection which is more than just a colour and more than how the world perceives the colour black.”

Sandipan Bhattacharyya, Chief Creative Officer, Grey Group, said, “It is this realisation that the film is a visually impaired person’s interpretation of black – that makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind. Only a brand like Raymond can bravely embrace authenticity and seamlessly mash it up with fashion."

A complete 360 degree marketing campaign which includes digital, in-store visual merchandising, outdoor, television and cinema promotion is being executed for the Raymond All Black campaign.

Tags Raymond Group Black campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular