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
Bharat Suri joins Social Kinnect as VP - operations
Premium
3 hours ago

Bharat Suri joins Social Kinnect as VP - operations

His last full-time stint was with LinkedIn

Premium
Tribute: In God we trust
Premium
7 hours ago

Tribute: In God we trust

A former ad executive and veteran journalist pays a glowing tribute to the one and only Alyque Padamsee

Premium
Blog: If you do not know PewDiePie, you are just too old
Premium
8 hours ago

Blog: If you do not know PewDiePie, you are just ...

While T-Series is expected to dethrone the Swedish 'internet sensation' by the end of this month, the author explains 'the miracle called PewDiePie'

Premium
MMGB: John Lewis & Partners
Premium
8 hours ago

MMGB: John Lewis & Partners "The boy and the piano"

Watch the film conceptualised by Adam & Eve/DDB