Clothing brand Raymond aims to re-position Khadi, a hand-spun, hand-woven natural fiber cloth from India, as the 'Fabric of the Nation' in its latest TVC.
The campaign, which was conceptualised in-house, portrays the transformation of Khadi from a niche product to become a new-age fashion ensemble. The TVC, which was shot against the backdrop of bright-white salt plains, opens with models marching onto a ramp-like path with a background voice narrating the changing phases of Khadi. The lyrics have been written by Gulzar.
As part of the initiative, Raymond has formed a strategic association with Khadi and Village Industries Commission (KVIC) to bring in design and technical interventions at Khadi manufacturing clusters across the country.
Madhu S Dutta, head of marketing, Raymond said: “‘The Story Re-Spun’ is a delightful narrative, a pledge by Raymond to help rejuvenate the traditional Indian craft by collaborating with artisans and designers, to create products that are relevant and compelling for consumers of today.
"Through our new TVC, it is in our endeavour to portray our products stylishly, from the lens of fashion and narrate Raymond Khadi in a compelling way; not only as a differentiated product offering but also build in fashion sensibilities through thought and visual representation.”
: Raymond 'Khadi Collection'