Raymond's Drive goes digital

By Devesh Gupta , afaqs!, New Delhi | In Digital | November 25, 2013
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The apparel and textile company has extended its 'Drive for Passion' campaign to digital, inviting people to share their stories about driving.

After the recent launch of its 'Drive for Passion' campaign, Raymond has now extended it onto the digital platform. Drive for Passion moves beyond the Complete Man positioning to touch upon personal interests and passions of the individual, and was introduced through a pan-India print campaign.

Mrinmoy Mukherjee

The latest digital initiative on Facebook invites fans and users to share the stories of their first drive, first car or different driving locations. Three winners will be selected from the shared responses, who will get to ride in a blazing high performance T-REX, the three wheel motorcycle first designed in 1988. Mass production of the T-REX began in 1995 by the Canadian company, Campagna Corporation.

Speaking about the initiative, Mrinmoy Mukherjee, director, marketing and business development, retail, Raymond, says, "This is an extension of our Drive for Passion campaign. The core of our campaign remains the same; we aim to look into the personal interests of The Complete Man. We have done this on the digital platform now, because we have a strong relationship with our fans on ground and now we look forward to reinforce this relationship virtually, too. And, social media is all about relationships."

The campaign will also be promoted on the Twitter handle #DriveForPassion. People can share their views on @TheRaymondLtd and @SinghaniaGautam.

The activation will go on till November 30.

Mukherjee adds that the success of the campaign will be calculated by the number of people talking about it, shares and the ultimate reach.

Along with the pan-India print campaign, the company also launched an activation across eight cities on radio, which asked people to share their experiences on Biking for Joy.

Drive for Passion launched the brand's autumn-winter collection which included three different fabrics. The print campaign was supported by OOH, which had the catch lines 'Drive For Passion'; 'Bike for Joy' and 'Walk With the World'.

The Raymond Group was incorporated in 1925 and has a diverse product range of nearly 20,000 varieties of worsted suiting to cater to customers across age groups, occasions and styles. Some of its group companies are Raymond, Raymond Apparel, Colour Plus Fashions, EverBlue Apparel and others.

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