In the dynamic landscape of marketing, the art of creating campaigns tailored to specific occasions holds a unique significance. As brands strive to capture attention and resonate with audiences, the right campaign, perfectly aligned with the occasion, becomes a potent tool that synchronizes with the essence of the moment, forming an indelible connection between brands and their audience.
These campaigns, when executed thoughtfully, don’t merely promote products or services – they become conduits of shared experiences. They evoke nostalgia, spark conversations, and invoke emotions that linger long after the occasion has passed. By recognizing and acknowledging the significance of specific occasions, brands position themselves as attentive, relatable, and sensitive entities that value more than just transactions.
In this special feature, through BoF Promo Codes, IMAGESBoF.in brings forth yet another standout marketing campaign that not only caught the eye but also captivated the hearts of its audience.
About the Campaign
In association with DDB Mudra Group, Raymond launched an exclusive campaign called ‘Ethnix by Raymond.’ The campaign’s newest collection is wedding season focused while celebrating the joys of shopping together with family and friends.
Many Indian weddings are grand and are often planned months in advance. The traditional attire is central to these festivities that span over 3 to 5 days if not longer, and Raymond, through its ethnic wear, hopes to offer the best of Indian fashion for men. Their range includes – sherwanis, kurtas, bundis, and jackets.
While the entire affair of planning, strategizing, and organizing a wedding for large numbers of people might become extremely stressful, Raymond leverages its campaign on the idea that shopping is at the center of these events. It is what allows family and friends to come together and make memories through their shared experiences. Ethnix by Raymond is created to invite people to cherish their shopping experience in-store with the best of Indian designs and fabrics for men.
Objective
The campaign aims to bring the idea of inclusivity and togetherness to the forefront, alongside fashion. It comprises a short film for theatre, print, outdoor and digital advertising.
The film opens with a young to-be groom who is shopping for his wedding all by himself. He is engaged in the process of selecting the perfect outfit for his big day but is surprised to see his loved ones walk into the Ethnix store to live the shopping experience with him and create timeless memories. As soon as they arrive, the atmosphere is a more happy and cheerful one, indicating the campaign’s main motif – to make the experience of shopping exciting with family and Raymond’s fashion.
Himanshu Khanna, CMO of Raymond, said, “Weddings and festivities have always been occasions to unite families. The preparations start well in advance, usually with extensive and intensive shopping trips. The vibe of these festivities can only be cherished when families shop together. The idea of this campaign is to reinforce the fact that Indians are all about celebrating every happy occasion with family – be it a festival, wedding or a shopping spree.”
Gaurav Magotra, National Integration Head, DDB Mudra Group, “Shopping online is a convenience. But shopping from an exclusive store is an experience. We wanted to celebrate the magic of getting ready for a big occasion on a bigger map. The baaraat could, well, start from an Ethnix by Raymond store!”
Execution Strategy
Between November-December 2022, India was slated to have 32 lakh weddings, according to a Confederation of All India Traders (CAIT) survey carried out across 35 cities with 4,302 traders and service providers.
Against this backdrop, Ethnix by Raymond targeted to dress as many Indian men as possible, in elegant traditional wear.
Their main focus was their Ethnix store, in which their campaign is also filmed. Since the campaign is all about the shopping experience, Raymond wants to attract as many customers as possible to enter their stores and shop.
The Ethnix by Raymond campaign was promoted through print, cinema and outdoor mediums.
The campaign was promoted through several prominent Indian publications like – Times of India – City Times, Hindustan Times – HT City, Dainik Jagran, Nai Duniya, Gujarati Midday, I Next – Jagaran and Midday. This promotional method covered cities like Mumbai, Pune, Delhi, Gurgaon, Noida, Lucknow, Bhopal, Bilaspur, Gwalior, Indore, Jabalpur and Raipur.
- Cinema
The Ethnix by Raymond advertisement was shown in cinema halls like PVR, INOX, Carnival and Cinepolis. The company strategically planned and placed the ad film in movies that were generating a buzz and holding larger numbers of viewership.
It was screened on a total number of 545 screens, accounting for 4 shows per day and 3 screens per theatre. The total capacity per show was approximately 1,18,262 individuals. The total capacity for an average of 4 shows per day was 4,73,056. This allowed the campaign to reach a wide audience base seamlessly.
- Outdoor Promotions
The campaign was also promoted outdoors in 26 towns and 60 sites.
Having a strong market presence and a wide distribution network across the country, Raymond capitalized on the buoyant demand and increasing consumer sentiments during the last quarter of the financial year 2022. During that year, the company achieved its highest-ever consolidated revenues of Rs. 2,032 crore.
