Raymond Lifestyle Limited has appointed Publicis Groupe India as its integrated marketing partner, consolidating creative, media, performance marketing, CRM, digital, reputation and technology under one customised unit. The bespoke team, called Team One Thread, will draw on Saatchi & Saatchi India, Zenith India, Performics and other Publicis Groupe companies.
The appointment follows a two-month evaluation of technical capabilities and commercial value, led by Raymond Lifestyle’s marketing team. For the fashion house, 2026 is a pivotal year as it builds on a century-old legacy and sharpens focus on evolving shopper preferences and a changing retail landscape.
One team, many touchpoints
The integrated structure is designed to deliver connected storytelling, sharper consumer targeting, greater agility and faster activation. The mandate covers the Raymond Masterbrand—including Fine Fabrics, Ready to Wear, Made to Measure and Custom Tailoring—along with ColorPlus, Park Avenue, Parx and Ethnix by Raymond.
Paritosh Shrivastava, CEO of Saatchi & Saatchi and BBH India, and Jai Lala, CEO of Zenith India, will lead Team One Thread. The leadership pair signals that the agency group is treating this as a single, senior-level commitment rather than a loose collection of agency services.
Why this matters for marketers
The move reflects a practical answer to a familiar problem: brands often run creative, media and customer engagement through separate partners, which can slow activation and fragment messaging. Raymond Lifestyle CMO Kalpana Singh framed the shift around the omnichannel shopper, saying the business needs “dexterity, integration, and adoption of AI to inform marketing decisions.”
For agency and brand leaders, the evaluation itself is a useful case study. The pitch was won on demonstrated technical depth and commercial value, not just a creative idea.
- Creative and content: Saatchi & Saatchi India
- Media and performance: Zenith India and Performics
- CRM, digital, reputation and technology: other Publicis Groupe companies
What to watch next
The consolidation creates a clear trade-off. A single network can move faster and align data and media more tightly, but the brand is also concentrating its entire marketing mandate with one holding company. The test will be whether Team One Thread translates integrated capability into visible market impact across a diverse brand portfolio.
For agencies pitching similar accounts, the lesson is to present one leadership team, one operating rhythm and a clear AI-readiness story from day one. Integrated delivery is becoming the pitch.
Source: Afaqs!
