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Monday, 08 November 2010 |
Raymond, the guide to the India’s well dressed male and the country’s leading textile player
continues to uphold its premium image with pioneering moves to leverage the electronic medium. As the first company in the textile sector to employ a media innovation, Raymond has signed up with India’s large format retail chain for consumer electronics and durables, Croma. LCD screens at Croma’s electronic outlets will constantly play the brilliantly executed Raymond TV commercials in a loop, thereby creating a huge impact in-store to captive audiences. To begin with, 65-80 large LCD screens kept on display at Croma outlets across Mumbai, New Delhi and Chennai showcase Raymond’s “The complete man” commercials all through this festive season.
Aniruddha Deshmukh, President – Sales and Marketing of Textiles, Raymond feels from a branding perspective, this is a breakthrough development for marketing textile brands. For Raymond especially, branding through commercials at Croma outlets is relevant, given the brand and quality conscious nature of its consumers. With Raymond’s focus on quality clothing solutions, Croma’s LCD screens provide the right platform to reach our consumers.
What’s more given the advertising clutter on almost all media in this festive season where brands are vying to get consumer attention, this innovation helps Raymond not only break the clutter but also address its core consumers in a high traffic environment. The Croma stores provide an apt environment to connect with consumers, to address their clothing needs in a large format retail shop. Given the 550-strong network presence of ‘The Raymond Shop’, he is confident that consumer access to our product offerings would be easy, with at least one shop in the neighborhood of every Croma. |
