Ethnix by Raymond and Shaadi.com partner with MOMS Outdoor

Ethnix by Raymond and Shaadi.com have collaborated with MOMS Outdoor to create a large-format outdoor installation designed to merge cultural symbolism with brand storytelling. The initiative features a 40x20 ft billboard structured to appear as two separate parts coming together, representing the idea of ‘tying the knot’ between the two brands. Positioned for strong visibility, the innovation aims to generate conversation and set a benchmark for partnership-led outdoor branding.

Deepa Gupta, vice president, west and south at MOMS Outdoor, said the objective was to connect Ethnix by Raymond’s aesthetic with Shaadi.com’s cultural resonance. She noted that the installation was designed to feel iconic while remaining authentic to both brands. The intention was to create a moment that audiences would recognise and remember.

Ramesh Bhaskaran, chief creative officer at Madison OOH, described the collaboration as an example of strategic creativity rooted in shared storytelling. He said the concept grew into a unified narrative that allowed both brands to communicate together rather than independently. Bhaskaran added that, despite the prevalence of digital screens, outdoor remains a strong medium for ideas that require visibility and presence.

Vipul Mathur, chief business officer at Ethnix by Raymond, highlighted the alignment with Raymond’s long-standing heritage in groom dressing. He said the partnership with Shaadi.com offers a contemporary way to present this legacy, engaging younger audiences through a modern outdoor expression of men’s ethnic wear.

Priyanka Biswas, associate manager – strategy and creative at Shaadi.com, said the collaboration reflects the shared values of the two brands. She described the installation as a moment that integrates culture, craft and connection, positioning the partnership as both natural and meaningful.