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Raymond - The Complete Man
Submitted by: AKANKSHA CHAUHAN
Objective:
To compare and analyze the changes in the advertising narratives of the brand, Raymond.
Introduction:
The Raymond Group was incorporated in 1925. It has evolved from an Indian textile major to a global conglomerate within a span of a very few years. It is the face of the indian textile industry in the International textile market. The Raymond Group caters to the customers across demographics by way of its diversified palette of Brands, namely, Raymond, Raymond(Ready to Wear), Colorplus,Parx, Makers, Park Avenue and Notting Hill.
The Changing Narratives:
The Indian customer and his needs have changed over the years. The “Buyer Persona” has changed, in fact evolved and this is evident from the different protagonists and storyboards that the brand has tried to portray through its TVCs and print ads. When initially, ”The complete man” was a well suited man driving a Chevrolet, one who was muscular but had a raw but gentlemanly energy about him and one who was caring towards his lady, the stories in the recent years have been revamped.
The Complete Man, now has a woman in a corporate suit beside him, and he respects her professional commitments and decides to stay at home when it’s important for her to go to the office for that meeting.
The Indian society has undergone great changes post the liberalization era. The Indian customer has always been price sensitive, but due to international market entrants the customer became a variety seeking and a well informed individual. The idea of feminism and individuality by virtue of global exposure and increasing technological advancements drove apparel brands like Raymond to stand out not only in terms of quality and product range but made them cater to the newer segments of consumer groups, like working Ready to wear apparel seeking individuals, individuals seeking pop and colors in their apparel, high end corporate dressing for the professional Indian, etc. Raymond expanded itself by way of introducing newer brands like, Colorplus, Park Avenue, Notting Hill etc. to cater to the newer categories of the customers. However, it also worked on the evolution of its brand communication by portraying itself as a Responsible yet fashionable, Indian yet global and contemporary yet classy brand. The introduction of newer brands and expansion across categories also played a great role in the changing narratives, because now it resonated with the needs of a larger target group.
The Comparison of Advertisements:
PERIOD 1980-1992 1992-2002 2002 - 2010
Background The Brand’s advertising had been in existence since the 1950s, but it’s biggest spot under the sun was made in 1980s by way of “The guide to the well dressed man” created by “Frank Simoes”
In 1992, the advertising responsibilities were transferred to Nexus Equity and “Mr. Rajiv Agarwal” gave birth to “The Complete Man”
RK Swamy BBDO took charge of the creative and continue to reinvent “The Complete Man” by way of newer hues in terms of cinematography and more importantly clothing.
The Advertisement(s) https://www.youtub e.com/watch?v=KnE RP8721hc - Raymond’s pre signature tune TVC(1980S)
https://youtu.be/t0hj s1XfArU?list=PLqqY r5NC_OKChUPicMv PV9CM9FWILJUie - Raymond- The Complete Man TVC “on Friendship”.
https://www.youtube.com/ watch?v=I6-p07anAro Raymond- The Complete Man Ad Campaigns.
https://www.youtube.com/ watch?v=gjqG94txFmc Raymond-The complete man.
Protagonists An urban but a common Indian man, who was playful, romantic, gentlemanly and caring towards his woman was seen in the TVC along with a short haired urban female. The TVC also featured 2 well suited men who were the man’s friends and depicted how important love and friendships were to this “man”.
Rahul Bose, who was still a fresh face, was used as a man. The TVC also featured a handicapped man(the friend) and his mother.
The number of ads increased post 2002, but the urban common Indian man continued to be the hero. Although, the actors kept changing, the primary features of the protagonists included, Compassion love for his family and friends, love for animals and children, a doting father and a humble student.
Storyboards A man is seen to be surprising his partner by presenting her with movie tickets which
A man who has just returned from abroad, is seen to be on a constant search for
A man is seen to be entering his reception venue with his woman, where he is cordially welcomed by his
attainable. Indian with a touch of the globe.
Interpretation Raymond wanted its “man” to be seen as someone a woman desires and a man aspires to be. He was reliable, caring, valued relationships, successful, playful and most importantly happy. Thus, the personification of the brand, Raymond (Raymond’s at the time).
Raymond wanted its “complete man” to be seen as someone who was caring, loving and deeply values relationships in his life. The complete man would go to great lengths for the sake of his loved ones. He was reliable and paid great respect to his roots no matter how far he goes.
Raymond wanted the complete man to be seen as someone who is not only loving, caring, friendly and respectful but it wanted to portray him to be the perfect man to introduce your parents to and thus to spend your life with. He is also seen as a great friend and a companion, thus personifying Raymond to be the same.
2014 - https://www.youtube.com/watch?v=2hv42havE4w - Raymond - The Complete Man. The depiction of a metro sexual man who values his wife’s career and understands his responsibilities as a father deciding to stay at home when it’s essential for her to leave. The portrayal of the man remains to be reliable, respectful towards woman and breaking the gender stereotypes.
2017-https://www.youtube.com/watch?v=KRqWOQ2wDDA&t=1s - Raymond-Ready to wear SS’. The Recent TVC features a man who is fashionable but values the relationships in his life, especially with children and his pets (similar depictions in the ads of 2000s). The Brand essence remains intact, however the emphasis is more on the product range and features which is an important addition to the ads post 2010.
Conclusion:
The narrative of “The Complete Man” is considered to be one of the most iconic branding of all times.However, in the recent years the brand has moved away from its roots. The focus has shifted to the product features from the brand elements. The main cause for this shift is the introduction of newer categories, like Raymond Technosmart, Raymond Made to measure and Raymond SUPIMA amongst many others. It became mandatory for Raymond to innovate its communication in order to closely compete with its competitors in newer categories, driven by efforts to maintain its market share. But it can do better. In the words of, AG Krishnamurthy, Ad veteran and Chairman, AGK Brand Consulting, "The dignified feel that was present in the earlier ads is missing today. It now feels like any fashion brand campaign," he says. It needs to be more contemporary, more novel and more cerebral says AGK.
