Raymond Lifestyle Limited has brought its marketing operations under a single integrated partnership with Publicis Groupe India.
The partnership covers Raymond Lifestyle’s complete brand portfolio and combines creative, media, performance marketing, CRM, digital, reputation and technology capabilities. The integrated setup, named ‘Team One Thread’, brings together Saatchi & Saatchi India, Zenith India, Performics, PDX India and Propagate India.
Paritosh Srivastava, CEO, Saatchi & Saatchi, BBH India and Propagate India, will lead the integrated team, with Jai Lala, CEO, Zenith India, providing support. The appointment follows an extensive two-month evaluation conducted by Raymond Lifestyle to assess agencies on technical capabilities and commercial value.
The move comes at a significant stage in Raymond Lifestyle’s growth journey as the company seeks to build on its established presence while strengthening its connection with today’s fashion and retail consumers. Its portfolio spans The Raymond Masterbrand, including Fine Fabrics, Ready to Wear, Made to Measure and Custom Tailoring, alongside ColorPlus, Park Avenue, Parx and Ethnix by Raymond.
Through the new arrangement, Raymond Lifestyle aims to bring greater coordination between brand building, media, data, technology and customer engagement. The company expects the integrated model to support more consistent storytelling, targeted consumer engagement and quicker execution across multiple channels.
Satyaki Ghosh, Chief Executive Officer, Raymond Lifestyle Limited, said the company spent two months evaluating potential partners with a focus on finding capabilities aligned with its brands and business priorities. He added that the partnership is part of Raymond Lifestyle’s efforts to enter its next phase of growth with greater clarity and agility.
Kalpana Singh, CMO, Raymond Lifestyle Limited, said changing consumer behaviour and the rise of omnichannel shopping have increased the need for integrated marketing capabilities. She highlighted the importance of technical expertise across marketing channels, along with the use of AI to support marketing decisions and create more consistent brand narratives.
Publicis Groupe India will deliver the mandate through its Power of One model, which brings together capabilities spanning creativity, media, data, technology and commerce. The partnership is intended to create a more connected marketing ecosystem for Raymond Lifestyle across its brands and consumer touchpoints.
The two teams will now work together on developing consumer experiences that connect Raymond Lifestyle’s established brand equity with the evolving expectations of modern Indian shoppers.
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