Raymond Lifestyle Limited has appointed Publicis Groupe India as its integrated marketing partner, bringing creative, media, performance marketing, CRM, digital, reputation and technology mandates under a single network. The move follows a review of its integrated agency business that began earlier this year. It was reported to be worth over Rs 300 crore and overseen by AT Kearney, with Madison World as the incumbent.

The work will run through a customised “Team One Thread”, uniting Saatchi & Saatchi India, Zenith India, Performics and other Publicis companies. Paritosh Srivastava, CEO of Saatchi & Saatchi India, BBH India and Propagate India, will lead it alongside Jai Lala, CEO of Zenith India. The aim is a more connected approach across Raymond’s portfolio, which spans the Raymond masterbrand, ColorPlus, Park Avenue, Parx and Ethnix by Raymond, backed by a large retail network and fabric manufacturing business.

Raymond CEO Satyaki Ghosh said the company ran a two-month evaluation led by its marketing team, adding that the partnership reflects its commitment to move with clarity, agility and impact. CMO Kalpana Singh said the company wanted an integrated partner as shopper preferences evolve in an omnichannel environment, with the evaluation focused on capabilities across all its marketing channels. She also thanked existing partners for helping build recognition and trust for its brands.

The appointment follows changes in Raymond’s marketing team, including Vineet Shah joining in September as Head of Omnichannel Media after more than four years at Madison World. Publicis Groupe South Asia, led by CEO Anupriya Acharya, has been building its offering around its Power of One model.