Raymond's print ad in one of the leading newspapers in India for the launch and awareness of their Exclusive stores of Made-to-Measure. The campaign was done in a teaser sort of way where just the topmost creative was shown with the headline. No brand name, no mention of the product or what is it all about. As the pages were turned, the new creative was present with all the requisite details necessary for the launch of the store. A very bold attempt by Raymond to be in the stitched-segment which is fast waning in favour of the ready-to-wear (off the shelf type apparels). Considering that Raymond is the leader in its category and a distribution that is unparalleled in India for a textile brand, they are the ones who should be taking the lead and experimenting. Thumbs up to them. The creative shows the art form made famous by Michalengelo. Only the educated who read about history and art forms would have heard about him. The target audience seem to be the affluent and educated class who want proper fitting rather than style which the young prefer. Probably the 35-50 and above age group segment would be the buyers. However, a word for the creative depiction. Very good. But i hope it hasn't been inspired by the below shown ad created by a German ad agency Scholz & Friends, Humburg for the German Olympic Federation .
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