New Delhi: Today is a day that will celebrate men who arguably have the coolest jobs in the world: our dads. But what about the ones who don’t. In a real clutter breaker, this Father’s Day, men’s suiting brand Raymond brings you a digital ad film that salutes the single mother, the brand’s latest progressive take on their legacy tagline—The Complete Man.
The 60-second ad created by Mumbai-based ad agency Famous Innovations opens with a mother and son sharing a leisurely moment in their living room. The protagonist is reading a newspaper while her son is carefully trying to distract her and places his present hidden behind a cushion next to her. Once she unwraps the gift, there lies a mug which reads—World’s best dad.
The ad has been getting rave reactions on social media and the brand’s #SalutingSingleMothers has been trending on microblogging site Twitter for the last few hours.
“Raymond—The Complete Man is a beautiful soul and an epitome of humane essence beyond gender specifics. To be true to this brand philosophy, our endeavour was to depict a narrative of human relationships in our society where at times mothers do play the role of fathers given varied circumstances. The strength of the brand is the soul. This campaign highlights the soul—The Complete Man—that transforms to a father, a mother, a sister, a brother or a friend. The soul is the strength of the brand,” said Madhu S. Datta, head of marketing for Raymond Lifestyle.
In 1992, Raymond’s path breaking campaign, ‘The Complete Man’, by Rajiv Agarwal of Enterprise Nexus, created a personality who embraced emotions, had a sense of humour, was sensitive and vulnerable.
He fulfilled his societal and familial roles to a fault. Ever since then the role of ‘The Complete Man’ reinvents itself with the changing socio-economic equations around us.
Sanjay Behl, chief executive at Raymond, said for the company, Raymond’s core brand ethos have always been more about human values as opposed to being gender specific.
“We are a human brand offering men’s clothing. While this film is anchored on the premise of Father’s Day showcasing multiple roles of a single mom, the real brand intent is to actually salute the selfless resolve of any parent—both moms and dads—to nurture a child with utmost care and sensitivity, irrespective of circumstances in their lives,” said Behl.
Raymond is one of India’s largest branded fabric and fashion retailers. It is one of the leading, integrated producers of suiting fabric in the world, with a capacity of producing 38 million meters of wool and wool-blended fabrics.
The Rs.5,000 crore company promoted by the Singhania family sells ready-to-wear clothes through its Park Avenue, Parx and ColorPlus brands that cater to the mid-market and premium segments.
Raj Kamble, founder and chief creative officer at Famous Innovations, Raymond’s creative agency which worked on this campaign said it was a “brave decision” on the brand’s part.
“We wanted the audience to see brand Raymond as a part of the society, a brand which has always believed in emotions and being a part of the fabric of society. Today the complete man is not just an individual its an idea and we wanted to justify that through the campaign,” added Kamble.
Famous Innovations also works with clients like watch maker Titan, cosmetic brand Lakme and automobile brand Mahindra and Mahindra, among others.