For many, black is absolute, confining and devoid of any kind of stimulus. For some others, black is motion, it has depth and it is colourful.
In its new campaign, created by Grey group India, Raymond has decided to challenge the notion that black is uni-dimensional and boxed up. The ad film features Indo-Canadian singer and writer Jugpreet Bajwa. Visually impaired since he was six months old, Bajwa talks about why black has more hues than one can imagine through a poem.
Speaking about the campaign and the idea behind the same, Madhu S Dutta, Head Marketing, Raymond Ltd, said, “In our portfolio, there is a substantial amount of black fabric that is available. The reason behind launching this campaign on black, which is a perennial colour in the portfolio, is because our designers have created over 1,000 styles in the colour black. So, we wanted to showcase the variety that we were bringing to the table but we also wanted to keep the authenticity of what black stands for as a colour intact. This is where the idea for the campaign came from and you will see that the ad film is the interpretation of what the colour black means to this visually impaired poet,” said Dutta.
According to Dutta, the most challenging part about the execution of the campaign was finding the right protagonist.
“We took a little while in casting Jugpreet because we were clear that whoever we cast as the protagonist should be very true to the entire concept. We wanted to be honest to the overall idea. It took us almost two months to identify Jugpreet,” said Dutta.
Talking about the campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey group, said, “It is this realisation that the film is a visually impaired person’s interpretation of black that makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind. Only a brand like Raymond can bravely embrace authenticity and seamlessly mash it up with fashion.”
Client: Raymond Ltd
Agency: Grey group India
Chief Creative Officer and Writer: Sandipan Bhattacharyya
Executive Creative Director: Mayuresh Dubhashi
National Planning Head: Arun Raman
Sr VP Grey Works: Samir Chadha
Sr VP and Office Head: Vineet Singh
Director: Lloyd Baptista
Executive Producer: Coburn Machado
Producer: Ravneet Mahajan
Production House: Method Productions