Raymond has rolled out two ad films conceptualised by Famous Innovations. The films are part of an eight-film campaign, the rest of which will be released in the future. The films went on air on 27 October.
Both films are for the brand’s fine fabrics.
One film, titled 'Colours of Wool', uses multi-coloured sheep to showcase the various colours Raymond fabrics have to offer. The film begins with a solitary white sheep standing in the middle of a field. It is soon joined by sheep of all colours, creating a visual symphony. The film ends with the words ‘Suiting fabrics in over 2000 shades’.
The other film, 'Flying Dandelion', follows the journey of a dandelion as it goes from being part of a stem to flying through a city and finally resting on Raymond fabric. The words 'Made from the world’s rarest cottons and yarns' underscore the message.
Both films end with the classic Raymond tune.
Raj Kamble, founder and CCO, Famous Innovations, said, “Our aim with the films was to present the simplest product benefit in the most innovative way. On paper the ideas sounded almost too simplistic and crazy, but we are glad we went ahead with them, because they portray the intended message beautifully.”
Ritesh Ghosal, CMO, Raymond Lifestyle, added, “We are very pleased with the outcome of our brief to Famous team. The campaign breaks fresh ground in advertising not just for brand Raymond but in the Indian fashion industry.”
Creative agency: Famous Innovations
Creative team: Raj Kamble, Ajmal Mohamad, Hayden Scott and Wayne Fernandes.
Account management: Arjun Sen and Shweta Goud
Agency producer: Khushnaaz Jamshedji
Production house: RUfilms
Director: Ravi Udyawar
Executive producer: Kalpana Udyawar