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Reviewer: Nima Namchu

Creative head and executive creative director at Cheil India Pvt. Ltd, Nima Namchu has 19 years of experience in advertising. He has worked on brands such as Sony, Indian Oil, MasterCard, Google, Reebok and General Motors.

Campaign

The latest commercial for men’s clothing brand Raymond by Famous Innovations shows a young couple getting into their car to leave for work. Just as they are about to drive off, the woman looks like she has forgotten something and rushes back in while the man waits in the car. She comes back and sits in the car, only to rush back in again. The man finally follows his wife into the house; then we see them coming out of the house, with the man holding a baby. It ends with the woman leaving for work while her husband decides to stay back to take care of the baby. Tag line: Raymond, the complete man.

Your first thoughts on the ad?

I’m glad to see that they have gone back to telling stories which are simple and more relatable. It’s a sweet, memorable story that could have happened to many of us—and that, in my opinion, has been the Raymond trick. Also, they appear to have dropped “Feels like heaven" and gone back to using just “The complete man", which I’ve always believed to be a better campaign line.

We’ve seen a whole series of gender ads in the past few months, from Airtel to Titan. Is the concept finally coming of age or is it just another smart or polite way to market a brand?

Raymond has never been about the woman. From the tag line to the scripts, the man is the centre of the communication—a very politically correct, emotionally secure male. The fairer sex is only a prop in the story.

Has Raymond’s “complete man" evolved?

The voice-over has changed. It used to be, “There are many things that go into being a complete man. What you wear is only one of them." In this campaign, they have dropped the last line and replaced it with a line that describes what the film is all about—“Many things make the complete man. Being there is one of them." Personally, I prefer the original avatar.

What are the memorable Raymond campaigns over the years?

The one that has stayed with me through the years is the one in which a father takes his teenage son on a camping trip into the Himalayas.

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