Campaign India Team
Mar 21, 2018

Raymond gets Jugpreet Singh Bajwa to pay a tribute to Black

Watch the ad film conceptualised by Grey India here

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
 
 
Source:
Campaign India

Related Articles

Just Published

Premium
Facebook allows users to limit data shared with advertisers
Premium
31 minutes ago

Facebook allows users to limit data shared with ...

Following its pledge to improve privacy controls, Facebook is rolling out Off-Facebook Activity.

Premium
Goafest 2020: Red Abby introduced
Premium
3 hours ago

Goafest 2020: Red Abby introduced

'The Red Abby' is an appeal to the industry to design inspiring behavior change campaigns that address the issue of violence against women

Premium
Axis Bank places the emphasis on the 'human side' of banking
Premium
3 hours ago

Axis Bank places the emphasis on the 'human side' ...

Watch the film conceptualised by Lowe Lintas here

Premium
Blog: Kobe Bryant – loveable hero of ‘the ad of the decade'
Premium
3 hours ago

Blog: Kobe Bryant – loveable hero of ‘the ad of the ...

The author looks back at the Turkish Airlines film featuring Kobe Bryant and Lionel Messi and points out learnings for large number of clients and agencies in India that are today using celebrity ambassadors