Raymond has rolled out a new ad film as part of its new 'Complete Man' brand campaign. The campaign has been conceptualised by Famous Innovations.
The film begins with a young couple leaving their house early one morning, dressed for work. As they make their way to the car, the woman seems preoccupied with something. Asking for a moment, she rushes back into the house as the man patiently waits.
She comes back out of the house and gets into the car, only to excuse herself and go inside again.
This time, the man smiles and follows her. The tone of the music shifts and we see the young woman leaving her house for a third time, while the husband stands at the door holding their baby. She gets into the car, still in a dilemma on whether or not to leave. Reassured by the man, she drives away.
The film ends with a voice over that says, “Many things make the complete man. Being there is just one of them.”
Raj Kamble, founder and CCO, Famous Innovations, said, "It’s a heart-wrenching moment for a working mother when she has to leave her baby alone for the first time. Today’s husband understands this. By stepping up for his wife in this difficult moment, the Complete Man shows he places their love and partnership over any ingrained gender roles."
Ritesh Ghosal, CMO, Raymond Lifestyle Business, added, "The Complete Man continues to epitomise the Indian male, as he has done for decades. Except that the context is different today. Relationships have evolved, and the new film captures the new age dynamic between a man and his wife in a context that truly brings alive the choices man has to make today."
Credits
Client: Raymond
Agency: Famous Innovations
Creative Team: Raj Kamble, Priti Kapur, Mithila Saraf
Account Management: Arjun Sen, Mithila Saraf Agency Producer: Shridhar Bhave Production House: Nirvana Films Director: Prakash Varma Executive Producer: Sneha Iype
Producer: Sunitha Ram
Production Designer : Manisha Khandelwal
Music Director : Clinton Cerejo
Editor : Shyam Salgaonkar
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