Campaign India Team
May 07, 2015

Raymond reconnects with natural fiber, launches new line of linen shirts

Watch the film conceptualised by Famous Innovations here

wide player in 16:9 format. Used on article page for Campaign.
Raymond has rolled out a TVC for its Linen range, which is part of an eight film product campaign by the brand. 
 
The film, conceptualised by Famous Innovations shows a montage of shots at various scenic locations and follows the journey of a man (dressed in Raymond Linen) experiencing the touch of various natural textures. He is seen touching everything from dirt, to flowers, wheat and rocks that have been sculpted by mother nature. The film also shows him touching real linen as the words, 'What's Real, Feels Real' flash across the screen. With a quick cut, it is revealed that he is actually touching a shirt. The film ends with him walking away with a shirt, followed by the Raymond logo and the trademark Raymond tune.
 
Raj Kamble, founder and CCO, Famous Innovations, said, "This is a very simple and honest film. We came from a basic product insight - '100 per cent Pure' - and have tried to portray it in a visually enamouring way. We used 'touch' as the mnemonic, as Linen is all about feeling and texture."
 
Madhu S Dutta, head of marketing, Raymond, said, “Raymond being a pioneer the textile industry, this Spring Summer 2015, we launched our linen collection offering a plethora of colour palettes to cater to every individual’s discerning taste. The Raymond Linen TVC romances this vibrant collection depicting warm summer hues and bringing alive the product proposition of pure and real through a beautiful narrative, punctuated with soulful music inspired by the classic Raymond tune which uplifts the mood of our beautiful linen storyline.”
 
Credits:
Client: Raymond Limited
Creative agency: Famous Innovations
Creative team: Raj Kamble, Hayden Scott, Kushal Birari
Account management: Arjun Sen, Mithila Saraf, Anish Gutka
Agency Producer: Khushnaaz Jamshedji
Music: Brand Musiq
production house: Tool Productions
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
SPN shows a heart-warming story of a blind Shane Warne fan
Premium
21 hours ago

SPN shows a heart-warming story of a blind Shane ...

Watch the film conceptualised by Scarecrow M&C Saatchi here

Premium
‘If WPP has a 50 per cent share in the market, there's a 50 per cent chance that we'll be talking to their clients’: Sir Martin Sorrell
Premium
21 hours ago

‘If WPP has a 50 per cent share in the market, ...

The executive chairman of S4 Capital caught up with Campaign India at the sidelines of a press meet in Mumbai

Premium
Google breaks silence on political ad stance
Premium
1 day ago

Google breaks silence on political ad stance

The new policy will be enforced ahead of the UK's general election and the 2020 US election, and in the rest of the world in January.

Premium
Weekend Laugh: Producer's Diary by Dalbir Singh
Premium
1 day ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India