Raymond ropes in Strawberryfrog India for creative duties

Social Wavelength to handle social media; Singapore-based Bonsey roped in for brand design

Jan 29, 2014 03:50:00 PM | Article | Campaign India Team

Raymond Limited has appointed Strawberryfrog India to handle the creative duties of its flagship Raymond brand of fabrics and ready-to-wear products. The account was won following a multi-agency pitch.

The company has also roped in Social Wavelength to handle social media for the brand. Bonsey, a Singapore based design consultancy, has been named partner for brand design and related work. As reported in June last year (link below), Madison Media will handle media duties. RK Swamy BBDO handled creative and media duties prior to the development.

Mrinmoy Mukherjee, marketing director, Raymond, explained that the company had been working on ‘sharpening and contemporising’ its market ecosystem over the last six months. He added, “Towards that purpose, we have conducted multi-agency pitches to form partnerships with the best talent available.”

Raj Kamble, managing partner and CCO, Strawberryfrog India, said, "It is a dream to work on a brand as iconic as Raymond. I remember being enamoured by their positioning of ‘The Complete Man’ in my early days in the industry, and am eager to take the brand to another level with our movement marketing approach. Thanks to social media and the web, people want to connect with brands. They want engagement instead of traditional one-way communication, and that's why it's an exciting time to create movements."

Also read: Madison Media bags Raymond group Media AoR