Raymond Lifestyle appoints Publicis Groupe as integrated marketing partner

Raymond Lifestyle has appointed Publicis Groupe India as its first integrated marketing partner, bringing the marketing mandates for its entire brand portfolio under a single partner for the first time in the company’s 101-year history.

The partnership follows a two-month evaluation process and will cover creative, media, performance marketing, customer relationship management (CRM), digital, reputation and technology capabilities.

Publicis Groupe’s customised team, named ‘Team One Thread’, will comprise Saatchi & Saatchi India, Zenith India, Performics, PDX India and Propagate India. The team will be led by Paritosh Srivastava, CEO of Saatchi & Saatchi, BBH India and Propagate India, with support from Jai Lala, CEO of Zenith India.

The mandate covers Raymond Lifestyle’s portfolio, including The Raymond Masterbrand’s fine fabrics, ready-to-wear, made-to-measure and custom tailoring offerings, as well as ColorPlus, Park Avenue, Parx and Ethnix by Raymond.

Also read | As gold hallmarking charges rise, fraudsters get busy too

The partnership comes as Raymond Lifestyle prepares for its next phase of growth, with the company looking to bring its brand, media, data, technology and customer engagement capabilities together across channels.

“We were looking for a partner who shares our passion for our brands and business, and spent two months on a thorough process led by our marketing team to identify the right capabilities. As we enter our next phase of growth, this partnership reflects our commitment to move with clarity, agility and impact,” said Satyaki Ghosh, chief executive officer, Raymond Lifestyle.

Kalpana Singh, chief marketing officer, Raymond Lifestyle, said the company’s evaluation focused on technical capabilities across its marketing channels, as consumer preferences continue to evolve.

“Serving the modern shopper requires dexterity, integration, and adoption of AI to inform marketing decisions,” Singh said, adding that the company sought a partner to bring greater consistency to its brand narratives across consumer touchpoints.

Also read | India’s next fashion movement could well come from the Northeast

She also thanked the company’s existing partners for their contribution to Raymond Lifestyle’s growth and to building recognition and trust for its brands. Madison World was the incumbent media agency partner.

Publicis Groupe India said the partnership would bring together its creative, media, data, technology and commerce capabilities through its Power of One model. The Groupe’s South Asia operations are led by Anupriya Acharya, chief executive officer.

The two teams will work together to develop consumer experiences across Raymond Lifestyle’s brands and marketing channels.