Raymond gives the rustic khadi a fashionable spin

When one thinks of the sleek, fashionable and modern man of today’s India, it would be very unlikely that one would imagine him in khadi – the earthy, humble, unassuming attire of an era gone by. Even so, through its latest campaign ‘The story Re-spun’, Raymond manages to give the rustic fabric, a runway twist.

“Raymond-The Story Re-spun depicts khadi as an integral part of our history and kindles a sense of pride for our nation. Conceptualised and developed in-house, the new TVC portrays the journey of khadi as the ‘Fabric of the Nation’, to becoming a new-age fashion ensemble, synergising deep rooted Indian-ness and craftsmanship of khadi, with the emotiveness and soul of brand. It’s a beautiful woven narrative on khadi through a luxurious collection crafted with a milieu of exquisite colours, patterns and textures,” said Madhu Dutta, Head, Marketing and Digital, Raymond Ltd.

Filmed in the backdrop of bright-white salt pans and crisp blue skies, this creative storyline reiterates the powerful message of khadi and how it will continue to be a movement of change – however this time with fashion interpretation in fabric.

While the complete man has been at the core of Raymond’s marketing efforts for a while now for the past year or so, the brand has been coming out with product-specific communication, be it their ‘Whites’ campaign or even the recent ‘Black’ ad film.

Dutta said, “We at Raymond are constantly looking at the complete man evolving. Men are changing with the current trends and we are here to provide that change, through complete wardrobe solutions and we would like to think of ourselves as a full wardrobe player for men to be part of every occasion. Hence, as we continue to innovate and expand our portfolio – from worsted wool to cotton to linen, to be present across the segments, it is important that we use the right media and marketing strategy to ensure that our message reaches the right audience in the right manner.”

The Campaign:

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