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Fashion brand Raymond's latest campaign features visually impaired model

March 22, 2018

Leading men's fashion brand, Raymond, has launched a campaign, It All Begins with Black, to promote its new range, the All Black Collection. The ad has been conceptualized by Grey India.

The new television commercial stars Indo-Canadian singer and writer Jugpreet Singh Bajwa, who has been visually impaired since he was six months old.

In the advertisement, Bajwa talks about why black has more grades than one can imagine. The background crew, dressed in shades and textures of black, enact his words.

The film is a blind person's interpretation of black, and takes the audience through the journey inside the narrator's mind.

Many in the ad industry have praised the idea and execution of the advertisement as brilliant.

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