Mumbai, 24 January 2019 – #TailorYourStyle by Raymond Tailor your style – a campaign by Raymond, presents a narrative of the art of fine tailoring, reviving the rich legacy of aesthetic perfection. Raymond presents the age old craft of tailoring with a refreshed perspective, targeting not only the connoisseurs of tailoring but the gentlemen/customers who have never opted for a tailored wardrobe.
The campaign developed by Grey India is a series of 5 television ads which weave the beautiful ‘sketch to stitch’ narrative of a bandhgala, a trouser and a jacket. The campaign highlights the concept of customisation wherein every detail can be tailored to the customers taste. The perfect cut, meticulous attention to detail and an impeccable fit come together to tell a tale of creation & craftsmanship.
Speaking about the campaign Madhu S. Dutta, Head of Marketing, Raymond Ltd. says “Customization is at the heart of tailoring. Just like a concoction of gourmet ingredients come together to create a mouthwatering delicacy. Similarly, the fabric, the threads, the seams, the cuffs & collars harmoniously combine to create a perfect ensemble for the discerning gentleman.”
Mayuresh Dubhashi, Executive Creative Director of Grey India, said “Imagine a style, and you think tailoring. Think Raymond Custom Tailoring, and you imagine literally endless possibilities in style. With this new and peppy campaign that will come to life across multiple mediums, we have tried to bring forth this very might, and wonder, and the variety that tailoring is capable of. And also illustrate how this grand old art has managed to evolve over the years and remain stylishly contemporary.”
A complete 360 degree marketing campaign including print, outdoor, digital and in-store visual merchandising have been planned. The campaign will be a stepping stone in changing the consumer mindset about tailoring and establishing it as modern & contemporary art.
Credits:
Agency: GREY Group, Mumbai – Sandipan Bhattacharya, Mayuresh Dubhashi
Account Management – Nishant Saurabh, Sean Silveira
Planning – Arun Raman, Tanvi Joshi.
Films Team (Grey Works) – Samir Chadha.
Production House: Magik Lantern
Director: Raf Wathion
Executive Producer: Shoubhik Roy
DOP: Henry Florent
Music: Rajeev Raja
PR: Sonal Mehta (Morning Owl PR)
About Grey Group
Grey is the advertising network of Grey Group. It ranks among the world’s top advertising and marketing organizations, serving one-fifth of the FORTUNE 500, in 96 countries. Under the banner of “Grey Famously Effective Since 1917,” we continue to break new ground in brand experience across every platform and create lasting consumer connections. Our parent company is WPP. Grey won the 2015 Cannes Lions Innovation and the 2015 Cannes Lions Product Design awards. The agency was also recognized as “2014 Global Agency of the Year” by The Global Awards, “2014 Global Agency of the Year” and “2015 Global Agency of the Year” by ADWEEK, “2014 Agency of the Year” by AD AGE, as well as by FAST COMPANY as one of “World’s 50 Most Innovative Companies.
