Raymond Lifestyle has appointed Publicis Groupe India as its first-ever integrated marketing partner in India, bringing creative, media, performance, CRM, digital, reputation and technology capabilities under one connected mandate.
After more than a century of building some of India’s most recognisable fashion and lifestyle brands, Raymond Lifestyle is entering its next chapter with a significant shift in the way it approaches marketing.
The company has appointed Publicis Groupe India as its first-ever integrated marketing partner across its entire portfolio of brands, bringing together multiple specialist capabilities through a customised ‘Team One Thread’.
The partnership combines the expertise of Saatchi & Saatchi India, Zenith India, Performics, PDX India and Propagate India, creating a unified ecosystem spanning creativity, media, performance marketing, CRM, digital, reputation and technology.
For a company with 101 years of history, the move represents more than a new agency partnership. It signals an effort to bring the scale and heritage of Raymond Lifestyle into a more connected, data-led and contemporary marketing environment.
One Portfolio, One Connected Marketing Approach
Raymond Lifestyle’s portfolio extends across several categories of Indian fashion and apparel, including the Raymond Masterbrand, with its Fine Fabrics, Ready to Wear, Made to Measure and Custom Tailoring offerings, alongside ColorPlus, Park Avenue, Parx and Ethnix by Raymond.
Each brand operates within a distinct consumer and category context, making coordination across channels increasingly important in a retail environment where consumers move seamlessly between physical stores, digital platforms, social media and e-commerce.
The new integrated model is designed to bring those touchpoints closer together — enabling more connected storytelling, sharper consumer targeting and faster activation.
Rather than treating creativity, media, technology and customer engagement as separate functions, the partnership aims to bring them together around a common business objective.
The ‘Team One Thread’ Approach
The bespoke team will be led by Paritosh Srivastava, CEO, Saatchi & Saatchi, BBH India and Propagate India, with Jai Lala, CEO, Zenith India, supporting the mandate.
The structure draws on Publicis Groupe’s Power of One approach, which brings together capabilities across its specialist businesses to create integrated solutions for clients.
For Raymond Lifestyle, this means a single strategic framework connecting brand building with media, performance, data, technology and consumer engagement.
The extensive pitch process evaluated the agency’s technical capabilities as well as its commercial value, with the breadth of Raymond Lifestyle’s portfolio requiring expertise across multiple marketing challenges.
Building the Next Chapter of an Indian Icon
The timing of the partnership is particularly significant.
Raymond Lifestyle is operating in a fashion and retail environment where consumer behaviour is changing rapidly. The modern shopper is increasingly influenced by a combination of brand heritage, digital discovery, social culture, personalisation, convenience and experience.
For legacy brands, the challenge is therefore not simply to preserve what made them iconic, but to translate that equity into a language that resonates with contemporary consumers.
Satyaki Ghosh, Chief Executive Officer, Raymond Lifestyle Limited, said the company spent two months undertaking a thorough evaluation led by its marketing team to identify a partner aligned with its brands and business ambitions.
“We were looking for a partner who shares our passion for our brands and business,” Ghosh said, adding that the partnership reflects Raymond Lifestyle’s commitment to moving with “clarity, agility and impact” as it enters its next phase of growth.
Marketing Meets the Modern Shopper
For Kalpana Singh, CMO, Raymond Lifestyle Limited, the shift reflects the realities of an increasingly omnichannel marketplace.
Today’s consumer does not experience a brand through one channel alone. A campaign may begin on social media, influence a digital search, translate into an in-store interaction and ultimately result in an online or offline purchase.
Singh emphasised the importance of integration, technical capability and AI-enabled marketing decisions in navigating this environment.
The objective, she noted, is to ensure that the brand narratives across Raymond Lifestyle’s portfolio remain unified, clear and distinct across consumer touchpoints.
She also acknowledged the contribution of Raymond Lifestyle’s existing partners to the growth and recognition of its brands.
Two Institutions, One Forward-Looking Ambition
Publicis Groupe South Asia, led by Anupriya Acharya, has continued to build its integrated marketing model around the convergence of creativity, media, data, technology and commerce.
The Raymond Lifestyle mandate places that model against a particularly interesting challenge: helping an established Indian fashion institution evolve without losing the heritage that gives its brands their cultural relevance.
The partnership brings together two organisations with deep histories in India, but the story is ultimately about what comes next.
For Raymond Lifestyle, the next chapter will require balancing legacy with relevance, scale with agility and brand heritage with the expectations of a digitally connected consumer.
With Team One Thread, the company is choosing to bring those ambitions together under one integrated marketing ecosystem — potentially making the partnership an important marker in the continuing transformation of India’s legacy fashion and lifestyle businesses.
