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Raymond Bets on Bespoke With the #TailorYourStyle Campaign
Raymond's #TailorYourStyle is a five-film series created by Grey India and launched in January 2019 in India, presenting the brand's bespoke tailoring offer as a contemporary creative choice rather than a traditional or formal obligation, tracing the full journey from initial sketch to finished garment across three signature pieces: the bandhgala, the trouser, and the jacket.
Raymond occupies a singular position in Indian menswear. Founded over nine decades ago, the brand carries the weight of its own mythology — most durably expressed through the "The Complete Man" platform, which, as reported by Brand Equity, originated in the early 1990s and remained Raymond's central positioning for more than 25 years. By 2019, the challenge was not to abandon that legacy but to extend it toward a younger, more style-conscious Indian consumer for whom fast fashion had become the default. The #TailorYourStyle campaign, archived on Clapboard.com with three media assets, was Grey India's answer to that brief.
The campaign's mechanics are rooted in the "sketch to stitch" narrative — a sequential visual language that follows the creation of a tailored garment from the designer's first mark on paper through to the moment it leaves the hands of a craftsman. Produced by Magik Lantern and directed by Raf Wathion, the films apply a distinctly musical visual grammar to the tailoring process, drawing unexpected parallels between the tools of the tailor and the instruments of a musician. Each film in the series functions independently while contributing to a unified argument: that choosing a tailored garment is a form of self-expression as deliberate and personal as composing a piece of music. In the Indian market, where aspirational menswear had long been dominated by ready-to-wear retail, that argument carried strategic as well as creative weight. The Clapboard Score for #TailorYourStyle is 63 out of 100.
Mayuresh Dubhashi, Executive Creative Director at Grey India, stated the campaign brief was "to make tailoring a choice again," a formulation that acknowledges the competitive pressure fast fashion had placed on bespoke retail across the Indian market, as reported by Ads of the World.
The strategic logic of #TailorYourStyle rests on a well-observed consumer tension. In India, the organized menswear market was estimated at approximately ₹50,000 to ₹55,000 crore around 2019 to 2020, according to industry research cited by listmystartup.com. Within that market, Raymond's addressable territory — premium formalwear, suiting fabrics, tailored occasionwear — faced sustained pressure from competitors operating at scale in the branded ready-to-wear segment. Aditya Birla Fashion and Retail, whose portfolio includes Louis Philippe and Van Heusen, and Siyaram Silk Mills both occupy the premium Indian formalwear space, giving consumers well-resourced alternatives that require no appointment and no wait. Against this backdrop, Grey India's strategy was not to compete on convenience but to reframe the entire category.
As documented by Ads of the World, Grey India positioned tailoring's value not in its heritage alone but in "a massive amount of customisation" and "the sheer number of possibilities when it comes to styling even basic pieces." That reframe transforms a perceived inconvenience — the time and deliberation required for a bespoke garment — into the very source of its appeal. The campaign does not ask the consumer to be patient; it asks them to be intentional. In the Indian market, where identity and occasion dressing carry substantial social weight, that invitation lands on fertile ground. The "sketch to stitch" narrative gives consumers a vocabulary for understanding what tailoring actually produces, making the craft visible rather than assumed.
Raf Wathion directed the #TailorYourStyle film series for Raymond, bringing a visual sensibility to the tailoring process that consistently favours rhythm and motion over static product display.
The films were produced by Magik Lantern, with executive producer Shoubhik Roy and director of photography Henry Florent, as documented by Ads of the World. Composer Rajeev Raja provided the musical framework that underpins the campaign's central creative conceit. The creative team at Grey India — led by Executive Creative Director Mayuresh Dubhashi — developed the musical analogy as a structural device rather than a surface aesthetic choice. As reported by Ads of the World, Mayuresh Dubhashi identified specific visual equivalences that anchor the approach: a foot on the pedal of a sewing machine mirrors the foot on a drum pedal; threads stretched across a frame resemble strings on a guitar fretboard. These are not decorative comparisons. They govern the cinematography, the editing rhythm, and the sound design of each film.
The creative team also included Sandipan Bhattacharya, whose contribution to the Grey India creative work on this campaign is documented by Ads of the World. Coverage by afaqs! in February 2019 noted that the campaign makes custom tailoring appear as a contemporary act, treating the tailor's craft as a form of musical performance rather than a service transaction. Additional credits documented across the campaign's production include Nishant Saurabh, Sean Silveira, Arun Raman, and Tanvi Joshi, whose collective work shaped the campaign's visual and narrative execution. The choice to film the "sketch to stitch" process in close detail — capturing the specific motions of chalk on fabric, needle through cloth, and hand across a finished seam — gives each film a tactile quality that no product catalogue or ready-to-wear advertisement can replicate. In the Indian market, where the visual language of fashion advertising has historically leaned toward aspiration through lifestyle rather than craft, the #TailorYourStyle films represent a deliberate departure.
No verified performance data for the #TailorYourStyle campaign is publicly available in terms of reach, conversion, or brand-lift metrics attributable directly to this campaign.
What the public record does offer is contextual financial evidence. Raymond reported Q4 FY2019 revenue of ₹1,837 crore, representing an increase of eleven percent from ₹1,655 crore in the prior comparable period, as reported by Api Raymond In. While this figure cannot be attributed to the #TailorYourStyle campaign in isolation — it reflects the entire Raymond business across multiple divisions — it situates the campaign within a period of positive commercial momentum for the brand in India.
Structurally, the campaign demonstrates several elements that support sustained effectiveness. The "sketch to stitch" narrative gives the brand a repeatable creative format — one film per garment category — that scales without losing coherence. The musical analogy solves a perennial problem in craft-based advertising: how to make process feel exciting rather than instructional. By grounding the visual rhythm in recognisable musical mechanics, the films create engagement without requiring the audience to already care about tailoring. The Clapboard Score of 63 out of 100 reflects a campaign that executes its strategic intent with genuine craft but leaves some structural opportunity unrealised — particularly in its social amplification mechanics, where the hashtag-led approach of #TailorYourStyle, while coherent, does not appear to have generated a measurable community response that entered the public record. The campaign's archive of three media assets on Clapboard.com preserves its creative contribution to Raymond's brand lineage, and its position within the longer "The Complete Man" evolution, as traced by Brand Equity, ensures it reads as part of a continuous brand argument rather than a standalone execution.
Raymond's #TailorYourStyle is a five-film series created by Grey India and launched in January 2019 in India. The campaign follows the "sketch to stitch" creation of a bandhgala, trouser, and jacket, framing bespoke tailoring as a contemporary act of personal expression rather than a formal tradition.
Grey India created the #TailorYourStyle campaign for Raymond. The campaign's creative leadership was provided by Mayuresh Dubhashi as Executive Creative Director, with Sandipan Bhattacharya also named among the key creatives, as documented by Ads of the World. The films were produced by Magik Lantern and directed by Raf Wathion.
Grey India drew a visual and structural parallel between tailoring mechanics and musical instruments. As reported by Ads of the World, Mayuresh Dubhashi identified that a sewing machine pedal mirrors a drum pedal and threads resemble guitar strings. Composer Rajeev Raja translated that analogy into the campaign's soundscape.
Raymond's #TailorYourStyle evolved from rather than replaced the "The Complete Man" platform, which Brand Equity traces to the early 1990s. The 2019 campaign extended that identity toward a younger Indian consumer by emphasising customisation and craft visibility, reframing tailoring as a deliberate style choice against fast-fashion defaults.
Raf Wathion directed the #TailorYourStyle films for Raymond, produced through Magik Lantern. The production team included executive producer Shoubhik Roy and director of photography Henry Florent, as documented by Ads of the World. Additional creative contributors include Nishant Saurabh, Sean Silveira, Arun Raman, and Tanvi Joshi.
Raymond's #TailorYourStyle campaign received a Clapboard Score of 63 out of 100. The score reflects a campaign that executes its strategic intent with genuine craft and a distinctive musical visual grammar, while leaving some structural opportunity unrealised, particularly in measurable social amplification around the campaign hashtag in the Indian market.
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