Raymond Lifestyle Limited has consolidated its marketing duties under Publicis Groupe India after a multi-month review reported to be worth more than Rs 300 crore. Madison World was the incumbent. The new mandate covers creative, media, performance marketing, CRM, digital, reputation and technology, and will run through a customised unit called Team One Thread.
Inside Team One Thread
The bespoke team brings together Saatchi & Saatchi India, Zenith India, Performics and other Publicis Groupe companies. It will be led by Paritosh Shrivastava, CEO of Saatchi & Saatchi and BBH India, and Jai Lala, CEO of Zenith India. The structure is designed to give Raymond Lifestyle one connected marketing layer across its portfolio, which includes the Raymond masterbrand, ColorPlus, Park Avenue, Parx and Ethnix by Raymond.
A review built for scale
Raymond Lifestyle said the evaluation ran for two months and was led by its marketing team, with AT Kearney overseeing the process. The company assessed technical capabilities and commercial value, rather than only agency brand strength. Satyaki Ghosh, CEO of Raymond Lifestyle Limited, framed the move as a reset for growth.
“As we enter our next phase of growth, this partnership reflects our commitment to move with clarity, agility and impact,” Ghosh said.
Kalpana Singh, CMO of Raymond Lifestyle Limited, said the company wanted an integrated partner because consumer and shopper preferences are evolving in an increasingly omnichannel environment. She pointed to unified, clear and differentiated brand narratives across touchpoints as the objective.
Why it matters for marketers
The account change is one of the larger Indian advertising mandates in play this year. It also follows a marketing-side hire: Vineet Shah joined Raymond Lifestyle as Head of Omnichannel Media in September after more than four years at Madison World. Senior client-side appointments can quickly lead to agency reviews.
- Consolidation is widening. The scope goes beyond media and creative to include CRM, data and reputation.
- Bespoke units are the pitch. Publicis Groupe India is packaging multiple agency capabilities into a single client team through its Power of One model.
- The brief is speed and consistency. Raymond Lifestyle has named faster activation, sharper targeting and unified storytelling as the outcomes it wants.
The appointment puts Publicis Groupe South Asia’s integrated model, led by Anupriya Acharya, on a high-value test. For the broader market, large marketers are increasingly choosing one network that can manage the full funnel rather than splitting duties across specialists.
Source: Storyboard18
