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Raymond embarks on marketing campaign after a year; TVC breaks today

28-March-2006
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Raymond embarks on marketing campaign after a year; TVC breaks today

After a year’s break, Raymond is bringing ‘The Complete Man’ on the screen again. The multimedia campaign begins with a TVC, which breaks on March 28 and will be followed with print and outdoor campaigns. The TVC, designed by creative partner, RK Swamy BBDO, will be launched on the back of the India-England series on SaharaOne and DD1.

Given that the ad is primarily targeted at the male TG, in addition to the series, CNBC TV-18 has been roped as the other primary channel. The scale of the operation is set to increase, when going forward, it would be taken to other channels as well and will be carried in the outdoor and print mediums.

The new TVC is a logical extension of the other television commercials, which show the ‘The Complete Man’ expressing a wide range of emotions in various relationships – with the baby, with his little daughter, his grown up son, schoolmaster, puppies and so on. The baseline ‘Feels like heaven, feels like Raymond’ aims to demonstrate that ‘The Complete Man is not only a good, sensitive person, but also looks sharp at all times’.

Speaking on the thought behind this TVC, P K Bhandari, Group President and Whole Time Director, Raymond Ltd, said, “Raymond has always played on the emotional chord in its communication. We have always aimed at creating something unique and different, yet relevant to the Raymond brand.”

Sangeetha Shetty, Executive VP Creative, RK Swamy BBDO, added, “We have used the high emotion of the moment to highlight the special nature of the Raymond brand. The creative idea is that The Complete Man will go to great lengths to arrange something really, really special for his spouse, and she is absolutely dazzled by his thoughtfulness and extravagance in thought.”

Giving some details of the production, Shailen Sohoni, Senior Vice-President, RK Swamy BBDO, who heads the Raymond business, said, “This was a complex and challenging assignment that required locating the right source of dolphins. The commercial was shot by an international crew, with trained dolphin handlers and special camera equipment. It took us three months to complete the project. The result is world class and very worthwhile.”

In its latest commercial for India’s leading men’s fashion and luxury label Raymond, RK Swamy BBDO has pulled out all stops to show the complete man serenading and sharing his love for his better half – using a set of beautiful dolphins performing in a gorgeous setting.

We see this man in his yacht, taking his wife by the hand, and leading her to the upper deck. As he gently leads her to the bow of his yacht, she follows him with an enquiring look. He closes her eyes and then reveals the world to her. Out of the tranquil water springs up the most gorgeous of dolphins, first one, and then a pair of them in tandem. The lady is simply stunned and taken in by the moment, and as her love for this thoughtful man wells up, she rests her head across his chest and shoulder, on the softest of jackets made from Raymond fabric.

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