The 40-second TVC progresses from The Raymond Shop's first-ever campaign 'Walk in with an idea, walk out with a wardrobe'
BestMediaInfo Bureau | Delhi | July 23, 2012
The Raymond Shop (TRS), the premium retail network of Raymond Ltd, has launched its new television campaign, 'Celebrate Every Day'. The TVC is currently on-air across various channels including English movies, and English and Hindi news.
TRS launched its first-ever brand campaign last year on 'Walk in with an idea, walk out with a wardrobe'. 'Celebrate Every Day' is an extension of the first campaign that encourages Raymond customers to treat every day as a special occasion and make their daily dressing ideas come alive with Raymond's fabrics, apparel and other wardrobe solutions.
Mrinmoy Mukherjee, Director - Marketing & Business Development, Retail, Raymond Ltd, 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 every day living has a very positive ring to it. And of course, the fact that TRS has 'something for everyday' is reiterated by this campaign thought.”
The 40-second TVC has been conceptualised by RK Swamy BBDO along with the TRS Marketing team. Directed by Kunal Shivdasani, the production has been handled by Sanjeev Sharma of production house Optimystix.
Sangeetha Narasimhan, President (West) and Executive Creative Director, RK Swamy BBDO, said, “The brief for the new communication was to highlight the relevance of the wardrobe choices available at 'The Raymond Shop' for everyday needs. We wanted to build on the success of the earlier commercial in which 'The Raymond Shop' was showcased as a destination for a wide range of formal and casual wardrobes. The new commercial goes further towards making 'The Raymond Shop' a preferred destination with choices that will make the simple moments in everyday life worth celebrating. The story revolves around such moments. The tempo is young and upbeat with a great musical score that should reverberate in the hearts and minds of the audience.”
The campaign highlights The Raymond Store's offering of a complete wardrobe solution, from fine range of fabrics to ready-to-wear collections through top-of-the-line
brands like Raymond, Park Avenue, Parx and ColorPlus, in addition to specialised services such as custom tailoring and made-to-measure and a wide range of accessories.
The TVC will be complemented by a contest to promote the 'celebrate' theme on the Raymond Facebook page ( aimed at increasing the engagement levels with fans. The television and online efforts of the campaign will also be supported by outdoor media.
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