Raymond gets Jugpreet Singh Bajwa to pay a tribute to Black

Raymond has rolled out a film titled 'It all begins with Black' for its 'All Black' collection.

 

Conceptualised by Grey group India, the film features Jugpreet Singh Bajwa, a singer and writer who is visually impaired since he was six months old. Bajwa pays a poetic ode to the colour Black and says how the colour has more hues than one can imagine.

 

Madhu S. Dutta, head - marketing, Raymond, said, “Over ages, Black has been a classic fashion favourite. A staple fabric and a part of every discerning gentleman’s wardrobe. Black beautifully complements every persona depicting elegance, a sense of sophistication. At Raymond through our new Black campaign, our endeavour has been to engage with the consumers through an authentic and honest narrative - weaving a special connect through the versatile collection which is more than just a colour and more than how the world perceives the colour black.”

 

Sandipan Bhattacharyya, CCO, Grey group India, said, “It is this realisation that the film is a visually impaired person’s interpretation of black – that makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind. Only a brand like Raymond can bravely embrace authenticity and seamlessly mash it up with fashion."

 

The campaign also consists of digital, in-store merchandising, outdoor and cinema promotion. 

 

CREDITS:

 

 

Client: Raymond Brand Team

Ensemble: Raymond Design Studio

Creative agency: Grey group India

CCO and writer: Sandipan Bhattacharyya

ECD: Mayuresh Dubhashi

National planning head: Arun Raman 

SVP Grey Works: Samir Chadha 

SVP and office head: Vineet Singh

Director: Lloyd Baptista

Executive producer: Coburn Machado

Producer: Ravneet Mahajan 

Production house: Method Productions