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Ad Review: Raymond’s Complete Man’s emotional journey continues

12-August-2010
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Ad Review: Raymond’s Complete Man’s emotional journey continues

RK Swamy BBDO continues to stir emotions in the latest ad campaign as part of ‘The Complete Man’ series for Raymond Textiles. After showing hie sensitive side to his family, spouse, teacher, even pets, the new campaign sees ‘The Complete Man’ extending his caring attitude to the community around him.

Client: Raymonds Textiles
Brand: Raymonds
Agency: RK Swamy BBDO

The Brief:

Commenting on the thought process behind the ad, Sangeetha N, President (West) and Executive Creative Director, RK Swamy BBDO, said, “The film draws inspiration from real life situations, where parents and their children are forced to endure long distance relationships due to pressures of building a career, whether in other towns in India or abroad. ”

The Execution:

What adds to this beautifully shot film, a hallmark of all Raymond commercials, is the background score by Salim and Sulaiman. Ashim Ahluwalia of Future East has directed the film.

Shailen Sohoni, COO, Mumbai, RK Swamy BBDO, explained, “Strategically, it was important for ‘The Complete Man’ to graduate to a more socially inclusive role that is relevant, yet remains true to the DNA of the brand. The commercial blends these tasks seamlessly.”

The Final Product:

Actor Vivan Bhatena essays the role of ‘The Complete Man’, who goes to an old age home to wish his school teacher on his birthday. The teacher’s family now lives abroad and he misses them, especially on his birthday. Veteran actor Bomi Dotivala (‘Munnabhai’ fame) plays the role of the elderly teacher. ‘The Complete Man’ surprises the teacher by connecting him with his family over the Internet video on his laptop and arranges for an impromptu birthday party, which brings a smile to his face.

Xpert Comments:

Speaking on the ad, Partho Sen Gupta, Executive Creative Director, 4th D IMC, commented, “A full ‘lump in the throat’ routine script. No great shakes there, but very nicely made and a well executed commercial. Well done team RKS! Vivan and Bomi have more than delivered on the ‘Munnabhai wanna be’ promise. It reminds me of the part where the birthday party takes place at the old age home. The music remains the same and plain. Overall, a nice film and has the potential to stand out as ‘The Complete Film’. But it still lacks the surprise element.”

Our Take:

The ad manages to bring out that ‘Awww’ moment and makes everyone want to know ‘The Complete Man’ better. Sure, the film strongly reminds one of Sanjay Dutt arranging a birthday party for the elderly man pining away for his son on his birthday in ‘Lage Raho Munnabhai’. Still, the ad makes one feel nice and go a bit moist-eyed.

Tags Raymond

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