#e4mExclusive:  Raymond Lifestyle puts over ₹300-crore integrated creative & media mandate under review

Raymond Lifestyle Limited (RLL) has initiated an integrated agency review covering both its creative and media mandates, according to multiple people familiar with the development. The exercise is expected to be among the larger integrated pitches in India's fashion and lifestyle sector this year, with leading agency networks participating in the process.

Madison World is the incumbent agency. The integrated account is said to be in the range of Rs 300 crore.

Multiple industry sources told e4m that the company has invited several of the country's top advertising and media agencies to compete for the consolidated business. The review is understood to span creative strategy and execution, media planning and buying, digital communications, and integrated brand-building responsibilities across Raymond Lifestyle's portfolio.

Satyaki Ghosh, CEO of Raymond Lifestyle did not comment on the development. Madison World did not comment about the review either. 

Industry executives said the integrated review reflects a growing preference among marketers to align creative thinking with media strategy under a unified agency structure as brands seek greater efficiency, consistency, and faster campaign execution.

"The trend across large advertisers is increasingly moving towards integrated partnerships where creative, media, digital, and data work in tandem rather than in silos," said one senior agency executive familiar with the development, requesting anonymity because the process is confidential.

The review comes as Raymond Lifestyle continues to strengthen its positioning as an independent listed fashion and retail company. The business houses a portfolio of brands including Park Avenue, Raymond Ready To Wear, ColorPlus, Parx and Ethnix, alongside its leadership in premium shirting and suiting fabrics spanning worsted, cotton, wool blends, linen and denim. The company also operates one of the country's largest fashion retail networks.

According to the company's FY26 annual report, Raymond Lifestyle spent ₹322.91 crore on advertising and sales promotion during the financial year ended March 31, 2026. While the company does not disclose a break-up of spending across traditional and digital media, industry executives estimate the integrated communications mandate represents one of the more significant opportunities in the apparel and fashion category.

People aware of the matter said the review is expected to evaluate agencies on brand strategy, creative capabilities, integrated campaign development, media planning and buying, digital marketing, social media, and data-led consumer engagement. The mandate is also expected to support the company's ambitions of driving growth across its portfolio of brands through a more cohesive marketing approach.

The pitch underscores a broader shift in India's advertising landscape, where large consumer brands are increasingly opting for integrated agency relationships instead of managing separate creative and media rosters. The approach is aimed at improving collaboration, accelerating go-to-market timelines, and delivering a more consistent consumer experience across channels.

Multiple people familiar with the process said presentations are currently underway.