Raymond: Khadi Collection

Client: Raymond
Date: Apr 2018
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Clothing brand Raymond aims to re-position Khadi ( a handspun, hand-woven natural fiber cloth from India) as the 'Fabric of the Nation' in its latest TVC.

The campaign which was conceptualised in-house portrays the transformation of Khadi from a niche category to becoming a new-age fashion ensemble. The TVC shot in the backdrop of bright-white salt pans opens with models marching onto a ramp-like path.
The lyrics have been penned down by Gulzar.