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.
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
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