Raymond Lifestyle has appointed Publicis Groupe India as its first integrated marketing partner, consolidating marketing responsibilities across its portfolio with a single partner for the first time in the company’s 101-year history.
The mandate covers creative, media, performance marketing, CRM, digital, reputation and technology, and will be run through a customised unit called Team One Thread. The unit pulls together Saatchi & Saatchi India, Zenith India, Performics, PDX India and Propagate India.
Team One Thread will be led by Paritosh Srivastava, CEO, Saatchi & Saatchi, BBH India and Propagate India, with support from Jai Lala, CEO, Zenith India. The appointment followed a two-month evaluation of technical capabilities and commercial value.
What sits inside the mandate
- One partner now handles creative, media, performance marketing, CRM, digital, reputation and technology.
- The portfolio spans Raymond masterbrand categories — Fine Fabrics, Ready to Wear, Made to Measure and Custom Tailoring — plus ColorPlus, Park Avenue, Parx and Ethnix by Raymond.
- Leadership sits with one team head, backed by media and digital specialists from across the group.
Raymond Lifestyle says the integrated model is intended to bring brand, media, data, technology and customer engagement closer together, enabling more consistent storytelling and faster activation across channels.
Why a single partner now
The switch reflects the pressure to serve an omnichannel shopper. Kalpana Singh, CMO, Raymond Lifestyle, said shopper tastes and preferences are “evolving at the speed of light,” and that serving the modern shopper requires “dexterity, integration, and adoption of AI” in marketing decisions.
Satyaki Ghosh, Chief Executive Officer, Raymond Lifestyle, said the company wanted “a partner who shares our passion for our brands and business” and spent two months on a thorough capability process led by the marketing team.
The takeaway for marketing teams
This is a clear signal that large brands are moving from specialist silos to integrated agency pods. For marketing leaders, the headline is not just the win — it is the operating model: one custom team, one leadership line, and one view of brand, media and customer data.
What to watch:
- Audit handoffs first. Map where creative, media, CRM and digital spend is fragmented before consolidating.
- Appoint one clear owner. A custom pod works only when a single leader can move resources across channels.
- Bring AI into the brief. Raymond explicitly evaluated partners on technical capability and AI readiness for marketing decisions.
For Publicis Groupe India, the win adds a legacy Indian brand to its integrated offering. For Raymond Lifestyle, the test will be whether one thread can stitch together faster activation without losing the distinct identities of brands such as Park Avenue, ColorPlus and Ethnix.
Source: BMI Group of Publications
