Raymond Lifestyle Limited has appointed Publicis Groupe India as its integrated marketing partner after a two-month evaluation led by its marketing team. The consolidation brings creative, media, performance marketing, CRM, digital, reputation and technology capabilities into a bespoke unit called Team One Thread.
The unit will be co-led by Paritosh Shrivastava, CEO of Saatchi & Saatchi and BBH India, and Jai Lala, CEO of Zenith India. It draws on Saatchi & Saatchi India, Zenith India, Performics and other Publicis Groupe companies.
What the mandate covers
The scope is broader than a traditional creative or media pitch. It spans 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. The company pairs fabric manufacturing with one of India’s largest retail networks.
Why one partner now
Raymond Lifestyle says the decision follows a detailed evaluation of technical capabilities and commercial value. The goal is connected storytelling, sharper consumer targeting, greater agility and faster activation across channels.
Raymond Lifestyle CEO Satyaki Ghosh said the brand wanted a partner that shares its passion for its brands and business. CMO Kalpana Singh framed the move around omnichannel shoppers and AI-informed decisions.
“Serving the modern shopper requires dexterity, integration, and adoption of AI to inform marketing decisions,” Singh said.
She also thanked existing partners for their contribution to RLL’s growth.
The broader agency signal
The appointment is another data point in the shift toward unified, accountable agency teams. Publicis Groupe South Asia CEO Anupriya Acharya has built the network’s Power of One model around creativity, media, data, technology and commerce, and brands are responding by consolidating once-fragmented rosters.
For marketing teams, the practical takeaway is to evaluate partners on connected capability, not just isolated creative or media strength. The real test will be whether Team One Thread can translate integrated capability into work and impact across Raymond’s portfolio.
Source: MediaBrief
