Senior level sources close to the development have confirmed to afaqs! that textile and apparel company Raymond has awarded a part of its creative mandate to TBWA. The agency's Mumbai branch will handle the business.
RK Swamy BBDO continues to stay on Raymond's roster as its principal creative agency. The agency has been handling the creative duties for brand Raymond for a decade.
TBWA will be responsible for work on the brand's new mass market offering, which will be rolled out shortly. Apparently, Raymond is eyeing the mass market space after establishing its presence in the premium, high end of the market.
Prior to this development, the agency held the media mandate only for the Raymond brand; the media duties for its other brands were handled by Starcom MediaVest and Dentsu Media.
It may be recalled that in December 2010, Raymond's ad campaign attempted to popularise its lesser known offerings such as Manzoni, ColorPlus, Parx and Notting Hill. These brands are a part of the Raymond Group and are available at The Raymond Shop outlets. The campaign was rolled out with the objective of informing customers that The Raymond Shop is a one stop shopping destination for men, complete with all of Raymond's brands under one roof.
Shiv Sethuraman, chief executive officer, TBWA India was contacted at the time of filing this report but remained unavailable for comment.First Published : January 06, 2011