Metro Shoes is all smiles after Advertising Standards Council of India (ASCI) gave a green signal to its ‘Incomplete Man’ campaign. Raymond had filed a case against Metro Shoes as it had felt that the latter’s campaign featuring a man in a suit without any shoes, and with the slogan ‘The Incomplete Man’, was infringing into Raymond’s legendary tagline, ‘The Complete Man’.
In a letter written to the ASCI, Raymond said that it had been using the tagline for several decades, and that it was inseparable from the brand. ASCI had then asked the Mumbai-based branded shoe retailer to respond against Raymond’s objection.
Raymond had also raised objection against Metro Shoes using the statement ‘Since 1947’, as the statement ‘Since 1925’ featured in all of Raymond’s brand communications.
ASCI had referred the case to the Consumer Complaints Council (CCC), which, in its meeting on November 27, 2007, took a decision to not uphold the complaint. They cleared the advertising campaign of Metro Shoes as the advertisement showed “A man in a suit without wearing the shoes”, and hence he is addressed as an ‘Incomplete Man’. The CCC concluded that the advertisement did not denigrate the complainant’s brand.
On winning the case, Sohel Kamdar, Vice President, Metro Shoes, said, “Raymond is not our competing brand. Also, it has been observed that a shoe completes a person’s persona, be it man or a woman. The concept evolves from the fact that people take keen interest in dressing up correctly, but always tend to ignore their shoes. We have tried to focus on that aspect, and hence feel your dressing is incomplete without proper and stylish footwear. Besides this campaign of the man in his suit, Metro Shoes has other advertisements, depicting women and a golfer as well.”