In a bold and visually striking move, Ethnix by Raymond and Shaadi.com have collaborated to create one of the year’s most talked-about outdoor brand moments in Mumbai. Conceptualized and executed by MOMS Outdoor, the 40×20 ft installation cleverly brings together two separate brand identities into a single cohesive narrative, symbolizing the idea of “tying the knot.”
The creative innovation blends Ethnix by Raymond’s signature elegance with Shaadi.com’s cultural connect, resulting in a campaign that resonates with modern relationships while celebrating timeless style. High-visibility placement across the city ensures that the campaign doesn’t just stand tall-it sparks conversation.
Deepa Gupta, VP, West & South, MOMS Outdoor, said, “By anchoring the narrative in Ethnix by Raymond’s refined aesthetic and complementing it with Shaadi.com’s cultural ethos, we’ve created an outdoor experience that feels both iconic and authentic.” Meanwhile, Ramesh Bhaskaran, CCO, Madison OOH, highlighted the power of collaboration, emphasizing that “cultural impact is stronger when shaped collectively, not alone.”
For Ethnix by Raymond, the campaign reinforces its legacy of dressing grooms with style, while Shaadi.com brings its expertise in meaningful relationships, creating a narrative that feels fresh, authentic, and memorable.
This installation is a reminder that in a world dominated by screens, outdoor remains a powerful medium for storytelling-where style, culture, and connection meet, and where brands, like people, can come together beautifully.
