Raymond Lifestyle Limited (RLL) has initiated an integrated agency review covering both its creative and media mandates, with the consolidated account estimated to be worth over ₹300 crore.
The exercise is expected to be among the largest integrated pitches in India's fashion and lifestyle sector this year, with leading agency networks participating in the process. Madison World is the incumbent agency.
The integrated mandate is understood to span creative strategy and execution, media planning and buying, digital communications and brand-building responsibilities across Raymond Lifestyle's portfolio of brands.
Raymond Lifestyle CEO Satyaki Ghosh did not comment on the development. Madison World also declined to comment.
The review comes as Raymond Lifestyle continues to strengthen its positioning as an independent listed fashion and retail company. Its brand portfolio includes Park Avenue, Raymond Ready To Wear, ColorPlus, Parx and Ethnix, alongside its leadership in premium shirting and suiting fabrics across worsted, cotton, wool blends, linen and denim.
According to Raymond Lifestyle's FY26 Annual Report, the company spent ₹322.91 crore on advertising and sales promotion during the financial year ended March 31, 2026. While the company has not disclosed a break-up of spends across media channels, the integrated communications mandate is expected to be one of the more significant opportunities in the apparel and fashion category.
Agencies participating in the review are expected to be evaluated across brand strategy, creative capabilities, integrated campaign development, media planning and buying, digital marketing, social media and data-led consumer engagement. The mandate is also expected to support the company's ambitions of driving growth across its portfolio through a more cohesive marketing approach.
The move reflects a growing preference among large consumer brands to consolidate creative, media, digital and data capabilities under a unified agency structure to improve efficiency, consistency and campaign execution. |
