The Raymond Whites campaign conceptualised in-house is based on the importance of white clothing in the life of men and how the colour means more than just one thing
The Raymond Whites campaign conceptualised in-house is based on the importance of white clothing in the life of men and how the colour means more than just one thing
BestMediaInfo Bureau | Mumbai | October 12, 2016
Click on the Image to watch the TVC.
“I think a white shirt is for a man what the little black dress is for a woman.”
This charming little analogy by Madhu S Dutta, Head Marketing, Raymond Ltd, captures the thought behind its new campaign Raymond Whites precisely. White has always been a staple in men's wardrobe. A white shirt and blue jeans is the classic casual guy look and there are few other pieces of clothing in a man's wardrobe arsenal that can rival the ever elegant white shirt and black tuxedo look. The new campaign by Raymond that promises '100 Styles. One Color' intends to make white mean more.
Madhu S Dutta
“Today Raymond is not only doing thematic TCM we are also doing a lot of product-led communication. We realised that there was a lot of potential as far as whites are concerned as it is a staple in every man's wardrobe. But white has always been associated with a very corporate, stiff-collar kind of a look. That is a myth and we wanted to break that. That is when we brought in the entire '100 Styles. One Color' proposition. Whites have a plethora of utility or wearability and that is what we wanted to bring. So, when we say 100 styles it is 100 styles across formals, casuals, semi-casuals,” said Dutta.
The 1.34-minute digital film that is up on YouTube and the shorter 30-second edit of the film that is playing on television channels talks about the scope that white has and how it is not just a symbol of peace but can mean a lot of things at the same time.
“This is not a one-time kind of a campaign. This is a product launch and we will be constantly upping the offerings in terms of designs. Our designers are constantly working in terms of bringing in new designs and we have experimented with a lot of things and not just with the cuts and silhouettes but also with collars and cuffs. The campaign is almost like opening a window on what you thought white is about,” added Dutta.
The 360 degree campaign will take an innovative route on digital. Avoiding the fashion experts route, Raymond Whites is reaching out to their target audience via people who are influences in their own different way. Four prominent personalities from different walks of life were all presented with a hand-picked Raymond White shirt, to unbox and to share what they feel about 'white' as a concept and not just a colour. These personalities were picked up with the knowledge that the colour white holds a very personal interest and importance for them as well as a professional one. There is a chef, a lawyer, a fashion veteran and a renowned interior designer.
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