The Raymond Shop, the retail network of Raymond Limited, launched a campaign on 22 June urging customers to ‘celebrate every day’ with its host of apparel and accessory brands.
A 40-second film went on air across English movie channels, besides English and Hindi news channels. The creative agency on the account is RK Swamy BBDO.
The brand’s first retail campaign was launched in 2011, and dwelt on the theme ‘Walk in with an idea, walk out with a wardrobe’. ‘Celebrate everyday’ is billed as an extension of that campaign, encouraging customers to treat every day as a special occasion.
The film opens with a young man walking out of a Raymond store, smiling, obviously delighted with his purchases. The ad takes us along on a trip down different days of the week with the young man, in different situations – at work, at a party, with his lady love, getting suited in a Raymond store, at a business meeting, at a nightclub, and at home with family over the weekend.
Mrinmoy Mukherjee, director - marketing and business development, retail, Raymond Limited, said, “The campaign reminds its audience that celebrations are not restricted to special occasions. While Raymond today partners its customers in all important moments like getting a promotion, meeting friends or just spending memorable moments with loved ones, the call to extend this celebration to everyday living has a very positive ring to it. And of course, the fact that The Raymond Store has ‘something for everyday’ is reiterated by this campaign thought.”
The television campaign was complemented by a Facebook contest to promote the ‘Celebrate’ theme. And outdoor leg and visual merchandising across stores completed the campaign.
RK Swamy is handling the media (Media Direction) and online duties for the campaign, while multiple outdoor agencies have been engaged in different markets.
Brand: The Raymond Shop
Creative Agency: R K Swamy BBDO
Creative Director: Sangeetha N
Copywriter: Sean Gomes
Client Servicing Team: Shailen Sohoni, Sujit Inamdar, Grenville Collaco
Director: Kunal Shivdasni
Production House: Optimystix
Post-production: Pixion Studio