MUMBAI:
Celebrating the spirit of freedom, Raymond Apparel in its latest public service film takes forward the conversation on the concept of independence in today’s changing socio- economic context. Reverberating the message by PM Modi for promoting local Indian products, the film concludes by Raymond Apparel making a heart-felt appeal of bringing back the love for Indian brands and serving as a medium to usher in true Independence to our country.
Today, there is a need for creating a strong preference for home-grown brands to tide over current crisis and the spirit of atmanirbharta will give Indian ecosystem the much needed boost. Released ahead of the momentous occasion of India’s 74th Independence Day, the film lays emphasis on self- reliance for individuals and the nation as a whole. Through expressions of a teacher, parents, a shopkeeper, an army person and a freedom fighter, this latest digital film elevates the conversation around the concept of freedom and encourages customers and the country to work towards the clarion call of atmanirbharta. Delving deeper, the film subtly touches the on how adoption of home- grown products can give an impetus to Indian economy.
Extending home-grown brand’s narrative of Be Indian, Buy Indian initiative, the film asks a critical question “What does Azaadi (freedom) mean to you?” to various people and shows a range of heart-warming responses which brings to fore the unanimous resonance to underlying vision of resilience and self-reliance.
Speaking about this latest initiative, Suman Saha, COO- Raymond Apparel said, “This pandemic has brought us closer to Indian made products. Having launched India’s first homegrown apparel brand Park Avenue way back in 1986, and thereafter a slew of strong brands from Raymond has strengthened the group’s apparel brand portfolio. In our endeavor to support the vocal for local initiative, we took on the baton to keep the conversation going on reviving the love for Indian brands that creates a multiplier effect in the economy.”
Raymond Group has been a strong proponent for domestic manufacturing and in-line, the film encourages people to buy locally produced goods as envisaged by PM Narendra Modi. During the course of its existence, Raymond Group through its various businesses has promoted Indian Textile & Apparel manufacturing and has created a strong positioning in the competitive apparel market scenario. The film, shot and conceptualized in-house, was released today on all digital platforms of Raymond.
