Raymond 2.0: Metamorphosing the Complete Man

Vanadana Ramkrishna, Vanita Keswani, Arpit Dwivedi

Raymond, a leader in the Indian garment industry, used a multi-channel approach to introduce a technologically advanced fabric and improve its position in the consumer consideration set.

Campaign details

Brand: RaymondBrand owner: Raymond LimitedLead agency: Madison MediaCountry: IndiaIndustries: Clothing, apparelMedia channels: Events & experiential, Games & competitions, Point-of-purchase, in-store, Radio & audio, Social media, Television, Virtual & augmented reality, Word of mouth, advocacy 

Executive summary

India as a market has proven itself to be a rapid adopter of technology, which has in turn led to a strong demand for new and innovative products.

Raymond, a leader in the Indian garment industry, introduced a technologically advanced fabric – the Technostretch collection – to the Indian market to...

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