Campaigns
Ethnix by Raymond brings a wedding to Gurgaon’s streets with ‘Mandap on Wheels’
The activation taps into the wedding season, a key occasion for ethnic wear, by placing the brand within a live celebration
Taking the wedding mandap out of the venue and onto the streets, Ethnix by Raymond has launched ‘Mandap on Wheels’ in Gurgaon, turning a moving float into an unconventional outdoor advertising and brand activation experience.
The ethnic wear brand from Raymond Lifestyle Limited has created a decorated mandap on a moving vehicle, complete with a live band and an actual wedding ceremony. The execution brings the sights and sounds of an Indian wedding into everyday city traffic, transforming an ordinary commute into an unexpected public spectacle.
The activation taps into the wedding season, a key occasion for ethnic wear, by placing the brand within a live celebration rather than relying solely on conventional advertising formats. With the mandap and wedding procession moving through the city, the campaign brings the cultural context of the occasion directly to potential consumers.