Black Poetry

Agency: Grey


Who can understand the myriad hues of black better than a person who's lived in darkness since he was 6 months old? To introduce its All-Black fabric collection, Raymond came out with a film which is an intriguing yet poetic ode to black fabric. We realize towards the end of the film that the ode is delivered by a blind poet - it is his interpretation of black. It has slick fashion colliding with a narrative that’s just as intriguing as it is lyrical. The narrative has a consistent progression, building human attributes into the color black and leading up to a striking touch of authenticity in the end - The film features Jugpreet Bajwa, an Indo-Canadian singer and writer who’s visually impaired.

This professional campaign titled 'Black Poetry' was published in India in March, 2018. It was created for the brand: Raymond, by ad agency: Grey. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 6 years ago.


Advertising Agency: Grey Mumbai, India
Creative Director / Copywriter: Sandipan Bhattacharyya
Film Director: Lloyd Baptista


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