When two powerful Indian brands known for celebrating relationships and tradition come together, magic happens. Ethnix by Raymond and Shaadi.com recently made headlines with their out-of-the-box outdoor campaign that creatively “tied the knot” on a billboard — literally and metaphorically.
This campaign not only turned heads but also showcased how brand collaboration and creative storytelling can bring emotion, humor, and relevance to modern marketing.
A Billboard That Celebrates Union and Culture
Set in a bustling urban backdrop, the campaign featured a split billboard — one side representing Ethnix by Raymond, known for its timeless ethnic menswear, and the other representing Shaadi.com, India’s most trusted matchmaking platform.
The visual concept cleverly depicted the two brands “tying the knot,”. The middle section symbolically joining both — just like two families coming together in marriage. The tagline reflected a blend of tradition and togetherness, resonating deeply with India’s wedding season vibe.
By combining the elegance of Raymond’s ethnic fashion with the emotional connect of Shaadi.com’s matchmaking, this collaboration celebrated the shared values of love, commitment, and cultural pride.
The Idea Behind the Collaboration
The collaboration was born from a simple yet powerful insight — the wedding season unites brands across industries, from apparel and jewelry to hospitality and digital services.
For Ethnix by Raymond, this campaign was an opportunity to strengthen its image as the go-to brand for men’s ethnic wear, especially during festive and wedding occasions. Meanwhile, Shaadi.com leveraged the partnership to remind audiences of its pivotal role in creating real-life matches that eventually lead to celebrations dressed in Raymond’s finest.
Together, the two brands didn’t just advertise — they co-created a storytelling moment that was culturally rooted and visually impactful.
The Creative Execution: Tying the Knot Literally
The highlight of the campaign was its innovative billboard execution. Instead of a traditional static hoarding, the creative team designed a dynamic visual. It has physical elements that made it appear as though the two sides were being tied together in a wedding knot.
This physical metaphor for marriage transformed a simple billboard into an interactive storytelling experience. Pedestrians and commuters instantly connected with the visual, sparking curiosity, conversation, and countless social media shares.
The idea seamlessly blended outdoor creativity and cultural symbolism, reminding marketers that the best campaigns often come from simple ideas executed beautifully.
Why This Campaign Works
Several factors contributed to the success of the Ethnix by Raymond & Shaadi.com billboard campaign:
-
Cultural Relevance: The campaign smartly aligned with India’s ongoing wedding season, when both brands are top-of-mind for their audiences.
-
Creative Simplicity: Instead of flashy gimmicks, it relied on a clear, relatable metaphor — the knot — to convey its message.
-
Collaborative Storytelling: The partnership highlighted how two distinct brands can share audiences through common cultural narratives.
-
Emotional Connect: The campaign evoked joy and familiarity, making people smile — a key ingredient in memorable advertising.
With its strong visual identity and emotional tone, this campaign stood out in the crowded OOH landscape.
Impact and Audience Reaction
The campaign quickly gained traction on social media platforms. Users shared pictures and videos of the billboard, calling it “the most creative marriage of brands.” Marketing professionals appreciated the cross-industry synergy, noting how it blurred the line between product promotion and emotional storytelling.
The collaboration also emphasized how outdoor advertising continues to evolve beyond static displays — becoming immersive, experiential, and share-worthy.
Conclusion
The Ethnix by Raymond & Shaadi.com collaboration is a perfect example of how creativity, timing, and cultural insight can create a marketing moment that resonates. By “tying the knot” on a billboard, the brands didn’t just promote themselves — they celebrated India’s spirit of togetherness.
In a marketplace crowded with digital noise, this campaign proved that when storytelling meets simplicity, even a billboard can speak volumes about love, culture, and creativity.
Love Meets Fashion: Ethnix by Raymond and Shaadi.com Unite in Creative Billboard Campaign
Two powerful Indian brands — Ethnix by Raymond and Shaadi.com — have come together for an innovative outdoor campaign that celebrates the blend of love, style, and Indian tradition.
The collaboration leverages billboard storytelling and OOH media creativity to highlight how modern relationships and cultural fashion can coexist beautifully.
The table below outlines the campaign’s key components, partners, and outcomes.
| S.No. | Campaign Element | Details / Description | Brand Involvement | Creative Message | Impact / Outcome |
|---|---|---|---|---|---|
| 1 | Campaign Title | “Love Meets Fashion” | Joint initiative by Ethnix by Raymond & Shaadi.com | Celebrating the spirit of marriage, culture, and couture. | Created buzz across metros with its emotional and stylish narrative. |
| 2 | Campaign Objective | To bridge traditional Indian fashion with modern matchmaking culture. | Ethnix showcased attire; Shaadi.com represented modern relationship values. | “When love finds its match, it dresses in elegance.” | Amplified emotional connect between fashion and marriage narratives. |
| 3 | Media Format | Large-format outdoor hoardings and digital OOH billboards. | Executed in partnership with leading OOH media agencies. | Visual storytelling through dual-brand creative synergy. | Generated strong recall and cross-category awareness. |
| 4 | Creative Execution | High-resolution couple imagery styled in Ethnix attire with Shaadi.com messaging. | Ethnix by Raymond led creative design; Shaadi.com handled emotional tone. | “Styled for your forever.” | Aesthetic visuals and sentimental cues drew social engagement. |
Note: The “Love Meets Fashion” billboard campaign exemplifies how cross-brand collaboration can tell powerful human stories through outdoor media.
By merging fashion, emotion, and tradition, Ethnix by Raymond and Shaadi.com successfully positioned themselves at the intersection of style and sentiment —
redefining how modern Indian advertising celebrates relationships.
Shaadi.com – Redefining Modern Matchmaking in India
Shaadi.com, the world’s most trusted matchmaking platform, continues to bridge hearts and homes with a blend of tradition and technology.
From connecting millions globally to launching creative ad campaigns, Shaadi.com has reimagined how relationships begin in the digital era.
Here’s a snapshot of what makes this iconic Indian brand truly timeless — and trendsetting.
Note: From heartwarming ads to digital innovation, Shaadi.com continues to champion meaningful connections.
As Gen Z and millennials embrace online matchmaking, the brand remains India’s most trusted gateway to real love stories.
