Top Story


Home >> Advertising >> Article

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

Font Size   16
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

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video