Over the past 90+ years, Raymond has been a leading brand
catering to the fashion and style needs of the discerning man.
But, as Online Fashion Market started booming creating a variety of options for the customers at affordable prices, being a leading brand presents its own set of challenges.
(the brand has a huge association with fine fabrics. This creates a challenge for frequent occasions to shop and repeat moments.)
but has transcended to a multitude of occasions with each occasion representing a distinct mindset and experience.
A multiplicity of micro-occasions defines this generation and hence, came
We created a multi-format, multi-platform campaign coupled with precision targeting letting our audiences embark on a journey across these micro-moments, be it workplace setups, after-work engagements, experiential escapades, to momentous occasions like award nights.
The launch online film shows the modern man’s seamless transition from one occasion to another with poise and elegance.
Visual story telling taking audiencs through the various journeys of the modern man: For example, MAN ON THE MOVE
We narrated the story of a contemporary man across occasions; weaving in moments that form a part of his daily regime through chapters.
From the man who always aspires to look distinguished for special occasions or the avid globetrotter who likes to dress his part for a relaxed beach vacation.
Lifestyle based targeting using new formats giving our customers a variety of occasion based options to choose from.
Keeping the essence of The Chapter Series intact, we created carousels that said the same story with a motive to lead users into the website.
A conversation with our customers asking them how would you wear your mind, trending at no. 1 in India
Referential targeting with leading publications like mensxp.com, firstpost.com, yourstory.com etc.
To create an effective full-bodied experience, we ventured into Magzter by putting across occasions that gave users a chance to browse through different looks with a lead-in to the website.
Revenue jump during the campaign period
Order increase rate
User traffic to the website jumped
Users (Pre - campaign)
Users (Campaign period)
The campaign hashtag #WearYourMind trended in India at the number 1 spot.