The ‘Complete Man’ campaign, perhaps one of India’s longest running ad ideas, seems to have lost its potency. But the new Raymond’s commercial brings back flashes of the old spark
The Raymond 'Complete Man' must be one of India's longest running ad ideas. Surely, it must be paying dividends for the company for it to continue to flog it for decades together.
However, I must say that in recent times the campaign seems to have lost its potency. In the last few years, emotion and lifestyle were being forced into the ads, as the Raymond suit desperately tried to come across as a complete man. And he only managed to appear incomplete. I, for one, had already written the Complete Man's obituary.
It was clear the campaign was long past its sell-by date. And Rajiv Agarwal, the veteran ad man who founded the idea, who started it all many years ago at his then ad agency Enterprise Nexus, also feels the campaign has regressed over the years. In a recent interview with me for Impact magazine, he said, and I quote, "I feel they have not allowed the concept to naturally grow. Styles change, tastes change. The campaign seems to have got stuck in some moment in time." Very true.
However, Raymond's new commercial has flashes of the old spark. It packs in emotion and tradition quite naturally, and the suits should connect with it.
The ad features a young, excited, suited chap arriving home. His poor mom is seen watering the plants. He grabs her, waltzes with her, and then shows her his letter of appointment for a hot job in Singapore. The mom is of course very pleased at her son's success, but she looks a bit worried too. For this means her dear beta would now fly away forever, leaving her all alone to water the stupid plants. But, no worries. Our caring young suit shows mommy her passport and one-way ticket (she's flying with him!), and then touches her feet for blessings.
Good one. Tugs at your heart strings and the Raymond suit fabric doesn't interfere with the situation. And more importantly, the ad is very relevant in today's corrupted times, when many high flying suits dump their parents in old age homes, and then flee. Hopefully, they'll watch this ad, feel a bit guilty, mend their ways, and maybe buy a Raymond suit too. Yup, this is the complete man of yore.
Now let's hope Raymond doesn't lose the plot yet again in the next effort.