‘OOH continues to be a highly strategic and performance-driven branding medium’

For fashion brands operating at scale, outdoor advertising is no longer just about brand presence, it is increasingly about retail performance. For Raymond Lifestyle Ltd, OOH plays a critical role in bridging brand storytelling with store conversions, particularly for occasion-led categories such as Ethnix by Raymond. 

Speaking to Outdoor Asia, Vipul Mathur, Chief Business Officer, Raymond Lifestyle Ltd, explains how the company views outdoor advertising as a strategic tool closely tied to its growing network of Exclusive Brand Outlets (EBOs) and the evolving purchase behaviour of consumers. 

OOH as a performance-led branding medium 

According to Vipul, OOH continues to hold strong relevance for the brand, particularly in influencing consumers during high-consideration purchase periods. 

“OOH continues to be a highly strategic and performance-driven branding medium,” Vipul says. “As a brand with a strong network of Exclusive Brand Outlets, our priority is not just awareness but driving measurable footfalls, especially during high-consideration purchase cycles like the wedding season.” 

For Raymond Lifestyle, outdoor media helps establish dominance in micro-markets around stores, ensuring sustained brand visibility when consumers are actively considering their purchases. In segments such as wedding and occasion wear, where decision journeys are deliberate and emotionally driven, OOH acts as both a reminder and a trigger. 

“Today, we view OOH not merely as a visibility tool, but as a hyperlocal performance medium that bridges brand storytelling with retail conversion,” he adds. 

Cutting through urban clutter 

For a fashion and lifestyle brand competing for attention in crowded cityscapes, Vipul believes clarity and simplicity remain key to effective outdoor communication. “In a cluttered urban environment, simplicity is power. If the message isn’t understood in seconds, it simply doesn’t work,” he notes. 

Raymond’s campaigns therefore focus on sharp visuals, strong premium cues, and cultural relevance. One example is the collaboration between Ethnix by Raymond and Shaadi.com, where two complementary brands connected around the cultural journey of weddings. 

“Such partnerships cut through the noise because they feel contextual and meaningful rather than forced,” Vipul explains. 

Balancing premium sites and city-wide presence 

Raymond Lifestyle’s OOH planning strategy blends landmark visibility with broader city coverage. “Premium landmark sites build stature,” Vipul says. “They reinforce brand leadership, elevate perception, and create high-visibility moments, particularly during wedding and festive seasons.” At the same time, wider city presence helps influence real retail outcomes. 

“With a strong Exclusive Brand Outlet network, we prioritise high-frequency visibility in key shopping hubs and store catchments to directly influence walk-ins and conversion.” 

Campaigns like the Ethnix by Raymond–Shaadi.com collaboration work especially well in high-footfall shopping areas, where contextual messaging aligns with high consumer intent. 

“In essence, landmark sites build aspiration; distributed presence drives action,” Vipul summarises. 

Digital OOH expands the creative canvas 

Vipul also points out that digital OOH formats have opened up new storytelling possibilities for Raymond Lifestyle brands. 

“Digital OOH has significantly expanded our creative canvas,” he says. 

For labels such as Ethnix by Raymond, motion-led formats enable richer storytelling, allowing the brand to showcase craftsmanship, fabric detailing, and occasion-based narratives more effectively within the short attention window outdoor media offers. 

Digital formats also introduce agility, enabling brands to adapt messaging based on time of day, season, or specific markets, particularly during wedding and festive cycles. “Digital OOH doesn’t just enhance visibility, it enhances storytelling depth while maintaining the premium tonality the brand stands for,” Vipul notes. 

Driving store visibility and retail impact 

While digital channels remain important, Vipul believes outdoor advertising continues to hold a unique advantage. “OOH reaches the customer in a far more direct and unavoidable manner within their physical environment,” he says. 

For Raymond Lifestyle and brands such as Ethnix, outdoor advertising acts as a bridge between top-of-mind awareness and mid-funnel consideration, particularly when campaigns are deployed near store locations. 

“Proximity matters. Campaigns placed near stores significantly enhance effectiveness by converting recall into walk-ins,” Vipul explains. 

“When a consumer sees a strong Ethnix by Raymond message in-market and then encounters a store within minutes, the transition from aspiration to action becomes seamless.” 

OOH investments aligned with retail growth 

As Raymond Lifestyle continues to expand its retail footprint, outdoor investments are evolving alongside it. “Our OOH investments have evolved over time, and the primary driver is expansion,” Vipul says. 

More Exclusive Brand Outlets naturally mean more micro-markets to dominate and greater catchment-level visibility to establish. Seasonal peaks such as wedding and festive periods also influence investment intensity, with higher allocations directed towards high-performing markets and new store launches. 

“In essence, our OOH budgets are not just increasing, they are becoming more strategic, closely aligned with retail growth, market expansion, and performance-led objectives,” Vipul concludes. 

For Raymond Lifestyle, the future of outdoor advertising lies not just in scale but in precision, using the medium to reinforce brand heritage while directly influencing consumer journeys at the retail level.