Ethnix by Raymond & Shaadi.com tie the knot on billboard

In a landmark collaboration redefining the intersection of culture, relationships and style, Ethnix by Raymond and Shaadi.com have joined forces to launch one of the most talked-about outdoor brand moments of the year. The campaign has been conceptualised and executed by MOMS Outdoor, delivering a visually stunning innovation. 

This striking 40×20 ft innovation boasts the most iconic moment where two brands come together in a creative fashion. Designed to look like two separate pieces uniting, the billboard cleverly symbolizes the idea of “tying the knot” between the brands. With its compelling storytelling and high-visibility placement, the innovation has already begun capturing consumer attention and sparking conversations across the city, setting a new benchmark for collaborative brand experiences in the outdoor space. 

Speaking about the collaboration, Deepa Gupta, Vice President, West & South, MOMS Outdoor, said, “Collaborations like this remind us of the power of thoughtful storytelling. By anchoring the narrative in Ethnix by Raymond’s refined aesthetic and complementing it with Shaadi.com’s cultural connect, we set out to create an outdoor experience that feels both iconic and authentic. It’s a moment crafted to reflect Ethnix by Raymond’s elegance and designed to stay with people.” 

Ramesh Bhaskaran, Chief Creative Officer, Madison OOH, commented, “This collaboration is a reminder that smart creativity isn’t about speaking the loudest, it’s about knowing who to speak with. What began as an idea from our side grew naturally into a shared story, brought to life through two brands choosing to speak as one rather than in parallel. 

Our creative approach brought Ethnix by Raymond and Shaadi.com into the same narrative, proving that cultural impact is stronger when shaped collectively, not alone. And in a world crowded with screens and endless scrolls, this campaign reinforces a familiar truth outdoor remains a powerful space for ideas that deserve to be seen. A space where stories stand tall, stay visible and alive.” 

Sharing his experience, Vipul Mathur, Chief Business Officer, Ethnix by Raymond, commented, “At Ethnix by Raymond, we carry forward Raymond’s 100-year legacy of dressing grooms in their finest. Our collaboration with Shaadi.com lets us showcase that heritage in a fresh, innovative way—engaging today’s youth through a vibrant outdoor experience that celebrates modern relationships with Ethnix by Raymond’s signature elegance through ready to wear men’s ethnic wear.” 

Commenting on the campaign, Priyanka Biswas, Associate Manager – Strategy & Creative, Shaadi.com said, “At Shaadi.com, we’ve always believed that the best partnerships, whether between people or between brands, come from shared values. Ethnix by Raymond brings a sense of timeless style and we bring the story of meaningful relationships. Putting these two worlds together on one outdoor canvas felt honest and instinctive. This isn’t just a creative installation for us; it’s a moment that brings together culture, craft and connection in a way that feels real and memorable.”