Indian clothing brand Raymond highlights a visually impaired person's interpretation of the colour black in its 'It All Begins with Black' campaign.
The spot, conceptualised by Grey India, features Indo-Canadian singer and writer Jugpreet Singh Bajwa who narrates why black has more hues than one can imagine, as the background crew dressed in immaculate shades and textures of black, enact his words.
The 360 degree marketing campaign will run across digital, in-store visual merchandising, outdoor, television and cinema promotion
Madhu S. Dutta, head marketing, Raymond Ltd., said: “Over ages, Black has been a classic fashion favourite. A staple fabric and a part of every discerning gentleman’s wardrobe. Black beautifully complements every persona depicting elegance, a sense of sophistication.
"At Raymond through our new Black campaign, our endeavour has been to engage with the consumers through an authentic and honest narrative - weaving a special connect through the versatile collection which is more than just a colour and more than how the world perceives the colour black.”
Sandipan Bhattacharyya, chief creative officer, Grey group said: “It is this realisation that the film is a visually impaired person’s interpretation of black – that makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind. Only a brand like Raymond can bravely embrace authenticity and seamlessly mash it up with fashion."