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This has always been quite close to my heart….Raymond’s as such
defines class, style and sensitivity…
.Raymond’s Complete Man has always shown
various aspects of being a Complete Man.This one came in just after the “Saamne
ye kaun aya dil me hui halchal” wedding backdrop one, that showed the extremely
romantic and loving husband and father. This touched a sweet chord…in the
heart. You have seen her act so many times, but how beautifully does she play
this mother…!!
The Raymond’s Complete Man
was a turning point in advertising as you can check out in Nita’s blog.
The Raymond’s Complete Man was a turning point in advertising as
you can check out in They had the first mover’s advantage as they had taken the
risk of emasculating the typical man of brawn to someone with sensitivity,
emotions, humour, respect, love and care. They have been successful for more than
a decade and as people who’d doubted them then are copying them now, only the
original succeeds.
The Raymond’s campaign is still the most influential and better than any other competitor. It was created by Rajan Nair and Arun Kale and backed up and followed up by Aradhna Athawale -Chitins, Sanjay Sure, Samir Johrey and Sunil Shibad in Nexus Equity.
‘We wanted a real man, a 3-D flesh and blood figure, the kind of
man who is our target audience,’ says Rajiv Agarwal, CEO, Enterprise Nexus. The
Raymond’s man was more believable, real and caring, a revolution in Indian
advertising
Some of the later Raymond ads featured a man who takes time out
from his busy schedule to hunt out an old disabled friend. Another had a guy
spreading his arms at the edge of a cliff – in an apparent desire to take
flight.
The gentle Raymond man who tucks his daughter into bed and plays
the violin might be just ideal, thought some.
“ ‘It’s alright in the metros, but I do not think it will work
in middle India,’ says Shivjeet Khullar, national creative director, The Joint.
‘Or perhaps it works for Raymond, but no other brand.’ Pranav Dewan, Creative
Consultant, Mudra, says that The Complete Man may not have completely arrived,
but he has aspirational power, and in a way has given an impetus to the change
in the metro man, even though not all of it has been voluntary. ‘It’s now
accepted to be that way, and aspire to be that way. For some it has been a
reluctant change…but in a way it’s a feeling of relief, to be dragged kicking
and screaming to the altar of sensitivity.’”
I feel it’s much better than the clichéd ‘the man gets the girl due
to the suit’ theme. There’s no point roping in brand ambassadors who cannot add
much.It’s more or less Bollywood and cricket. Though things have moved into
product based advertising, focusing more on features and price of the product
itself, one cannot deny the power of branding and the success of Raymond’s. You
got to accept, that’s the brand image they have created…you feel attached, and
you think quality. And that’s good advertising.
Personality
based advertising has worked. But then not to be complacent or smug, maybe
Raymond’s must add a little product approach to it’s great strength of
intangibles. That’s how you better yourself in competition. Raymond’s also
needs to adapt to the new age of India and especially to the extremely
potential market of ‘youth’. The ‘Come and See’ from Raymond shop with VJ
Manish catches up with the youth of today. It’s a lovely ad with elements,
right from RajKapoor’s old umbrellas, to modern styles, and the tap is so
touching. I had wondered how it would keep up it’s aspirational power with
this, but then, as they say “shehzadon ka nazrana”.
It’s
feel good ad……..you just feel nice about the brand even though you are not
exactly a buyer. But yes, I do influence people, when I have to..;)
And if
you ever wondered if this campaign really worked and changed mindsets, here’s a
comment I deeply admired…in nita’s blog.
Phantom
March
30, 2007 10:10 am
This
article was very fascinating to me. I’m 25 now, and still, I have a distinct
memory and perception of seeing those Raymond -complete man adverts in the
cinemas in India…..back when i was a kid in India. It represents quite a
special memory for me….I clearly remember how each time I saw that advert I was
struck with awe, at how fancy the ad was, how handsome the man, how confident
his style, how the very environment around him seemed to approve wholeheartedly
at his mere existence. I remember wishing that I cud grow up and be a complete
man like him. Even now…..whenever me and my friends talk about ideals and
societal behaviours…i often quote that raymond advert….saying that to me that
man represents completeness and a balance between the physical, emotional and
spiritual part of a man’s life.
To
date, much of my perception around a modern indian man’s position in life has
to do with my memories of that advertisement. I’ve always tried to believe that
completeness in character, beliefs and attitudes is what will allow a man to
live life to the fullest. After reading this post, I got somewhat introspective
and realised that the ideals and beliefs I have cultivated and developed
through my teens, into my early 20′s and now into what I call the beginning of the
mid 20′s….they are very heavily congruent with the attitudes and vison that was
conveyed by the Raymond Advert. Even now, I randomly get a vision in my head
about that scene from the advert..when the man is standing on the cliff top,
hands spread wide, and the advert presents a wide angle arial rotating shot of
him from the sky….that pose struck a chord with me as it represented the
intermingling of that very complete man with nature, with the cosmic
consciousness…it instilled within me a belief that completeness of emotions,
character, attitudes, behaviors and physicality is what allows one to
experience the full range that life has to offer.
Certainly,
I believe strongly in that concept of completeness…and i suppose i’ve
subconsciously developed my own personality to try and match that ideal. I’ve
gone through that phase in my late teens when expression of my machismo and
tough guy image was all important….to a mindset now where I’m more about
acknowledging that men too have a very strong emotive side, and a real man owes
it to himself to understand that emotive side and develop a level of
sensitivity (not to be confused with “being” sensitive…to me possessing
sensitivity is a far higher and more subtle concept), so that he can derive the
most satisfaction and feel most rewarded from his relationships….with his
partner, family, friends, with the world.
EDIT: check this site for more campaign info and credits are,...
Credits:
Client: Raymond Limited
Creative Agency: R K SWAMY BBDO
Media agency: Media Direction
Executive creative director: Sangeetha N.
Senior partner - creative: Gautam Pandit
Client Servicing Team: Shailen Sohoni, Sujit Inamdar and Hemen Patel
Director: Raj Tambaku
Production House: Lemon Yellow Sun Films
In this foreign posting ad of Raymond's (tvc)..the son is played by Anuj Sachdeva.
If anyone knows name of who plays mother, let me know, so that I can ans "Anonymous"..:)
Creative Agency: R K SWAMY BBDO
Media agency: Media Direction
Executive creative director: Sangeetha N.
Senior partner - creative: Gautam Pandit
Client Servicing Team: Shailen Sohoni, Sujit Inamdar and Hemen Patel
Director: Raj Tambaku
Production House: Lemon Yellow Sun Films
In this foreign posting ad of Raymond's (tvc)..the son is played by Anuj Sachdeva.
If anyone knows name of who plays mother, let me know, so that I can ans "Anonymous"..:)
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