A flash of fashion.
Flash banners to promote fabrics for the Complete Man.
The Challenge:
Raymond is one of India’s most recognisable suiting brands. Yet the brand faced a challenge of it being the brand of ‘fathers’ and not something that the younger monied youth would choose for their special occasion. Raymond wanted to communicate with a banner campaign that they had a wide range of suitings and fabrics that were appropriate for multiple occasions.The Work
The Solution:
A series of banners that featured the traditional flair for puns that Raymond advertising is known for. Each of these banners use visuals that were shot for the larger integrated campaign with copy specifically designed keeping in mind the fleeting attention span of the internet target audience. The banners focus on both corporate and personal occasions that a person could make their mark dressed in the best from Raymond.
The Experience
Project Diary:
A stitch in time
When it comes to working in R K SWAMY BBDO, one of the most iconic brands that you can possibly work on is Raymonds. The brand’s sartorial success is deeply ingrained in the psyche of India with its clever witty lines. Most of this work happens in the print and outdoor space. But with the brand wanting to be more digitally relevant, and after the success of several microsites we eventually got a chance to demonstrate that we too could write clever copy for Raymond Advertisements.Off-course this was done under the scrutiny of the watchful mainline team and writing under such stringent oversight was a new experience all-together. What did ensue was a lot of cross-talk between mainline and digital account teams and the media teams with me watching how strings got pulled for a pantomime of brave new work.