Raymond goes for joy

The clothing brand now delves into the complete man's life and focuses on his personal interests and joys.

To launch its latest autumn collection, clothing brand Raymond has initiated a campaign that deviates from its long running, relationship-oriented Complete Man image to delve into personal interests such as biking, walking and driving.

The campaign has the catch lines for all the three interests, 'Drive for Passion', 'Bike for Joy' and 'Walk with the World'. All the three passions represent different fabrics from the brand, Kroy Wool (shrink resistant/machine washable) for driving, Royal Magic range for walking (prevents UV rays from affecting the fabric) and Tasmania Collection for biking that is wrinkle free.

Speaking about the campaign, Mrinmoy Mukherjee, director, marketing and business development, retail, Raymond Limited, says, "We have always kept him contemporary and he is still living his relationships today as well. But we have tried to explore into his interests and passions as an attempt to delve into his personal life."

Raymond has used all media vehicles for the campaign barring television, with extensive promotions across print and out of home media. The target audience for the campaign still remains the same for the brand.

Full page ads have been carried on all leading national and vernacular print publications (both newspapers and magazines) such as the Times of India, Hindustan Times, The Hindu, Dainik Bhaskar, Dainik Jagran and others. In OOH, billboards, mall facades and Raymond store windows have been widely used.

On the social media front, the brand has used tweets through Gautam Singhania's (chairman and MD for the group) profile, reaching more than four lakh followers, apart from interactions using the brand's Facebook profile (

It has also integrated content with several popular websites especially dedicated to men's brands. Some of these websites are mensxp.com, luxpresso.com and others.

It has also associated with 91 FM for a radio activation, where a radio jockey is travelling on a bicycle from his home to his work and interacting with people on the way and creating buzz about it.

The campaign is spread across more than 300 cities. The creatives for the campaign are developed in-house while the media agency is Madison Media.

The campaign began a fortnight ago and will continue throughout the festive season.

The Raymond Group was incorporated in 1925 and has a diverse product range of nearly 20,000 varieties of worsted suiting to cater to customers across age groups, occasions and styles. Some of its group companies are Raymond, Raymond Apparel, Colour Plus Fashions, EverBlue Apparel and others.