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

Watch the film conceptualised by Famous Innovations here

May 07, 2015 09:37:00 AM | Video | Campaign India Team

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.”
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