Raymond Lifestyle Limited has appointed Publicis Groupe India as its first-ever integrated marketing partner in India, bringing together the Groupe’s creative, media, performance marketing, CRM, digital, reputation and technology capabilities across the company’s portfolio of brands.
The partnership will operate through a customised ‘Team One Thread’, comprising Saatchi & Saatchi India, Zenith India, Performics, PDX India and Propagate India. The team will be led by Paritosh Srivastava, CEO, Saatchi & Saatchi, BBH India and Propagate India, with support from Jai Lala, CEO, Zenith India.
The appointment follows a two-month evaluation process led by Raymond Lifestyle’s marketing team, which assessed agencies on their technical capabilities and commercial value. It marks the first time in Raymond Lifestyle’s 101-year history that the company has consolidated its marketing mandate with a single integrated partner.
Raymond Lifestyle’s portfolio includes brands and offerings under the Raymond Masterbrand, including Fine Fabrics, Ready to Wear, Made to Measure and Custom Tailoring, along with ColorPlus, Park Avenue, Parx and Ethnix by Raymond.
The new partnership is aimed at creating a more integrated approach to marketing, with the agency group bringing together brand, media, data, technology and customer engagement capabilities. The model is expected to support more connected storytelling, sharper consumer targeting and faster activation across channels.
Satyaki Ghosh, Chief Executive Officer, Raymond Lifestyle Limited, said, “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.”
Kalpana Singh, CMO, Raymond Lifestyle Limited, said the company's evaluation focused on capabilities across the full spectrum of marketing channels as consumer preferences continue to evolve.
“Serving the modern shopper requires dexterity, integration, and adoption of AI to inform marketing decisions. Hence our evaluation is based on clear technical prowess across the full spectrum of marketing channels we operate in,” she said.
Singh added that Raymond Lifestyle was looking for a partner that could bring greater consistency to its brand narratives across consumer touchpoints, while also acknowledging the contribution of its existing partners to the company's growth.
Under Anupriya Acharya, CEO, Publicis Groupe South Asia, Publicis Groupe has continued to develop its integrated marketing model in India through its Power of One approach, bringing together creativity, media, data, technology and commerce.
For the Raymond Lifestyle mandate, the extensive pitch process brought together these capabilities to address the company's requirements across brands and marketing functions. The resulting Team One Thread will work alongside Raymond Lifestyle’s teams to develop connected consumer experiences across its portfolio.
The partnership comes as Raymond Lifestyle marks its 101st year and looks to build on its legacy while adapting its brands to changing consumer behaviour and the evolving fashion and retail landscape in India.
