Ad Campaigns of Raymonds

Presented By:

Rajan Gupta

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Brand Overview• Raymond was the first brand to start over-the-counter sales of suiting.

•The Singhanias took over The Raymond Woollen Mills in 1940s, The first exclusive retail showroom, King's Corner, opened in 1958 at Ballard Estate in Bombay.

• Today the brand boasts of 650 The Raymond Shops across India and 40 overseas. It is also available in around 20,000 multibrand outlets.

• The premium positioning also makes it aspirational, which is why Raymond has a wide variety of products across price points. From common man to the rich one,Raymond has a suit for all men.

• Huge retailer network

•Not much is known about the brand's advertising in the early years except that the late adman Frank Simoes created the first ads for Raymond.

• In the early 90s, Nexus Equity received the Raymond mandate. "Frank Simoes was doing great advertising for Raymond.

Storyboard of Raymonds Agarwal created 'The Complete

Man' for Raymond, a metrosexual, caring, family man who was very different from the way men were portrayed in the 70s and 80s. "That was the angry young man era. But the Raymond man was softer, and every communication created showed the changes happening around the Alpha male. Thus the protagonist of Raymond was born — sometimes a caring father, at other times a doting husband or a sincere friend and always looking dapper in a crisply ironed Raymond suit.

•Some of the advertising made by Nexus even did away with the mandatory product shots in the ad and just concentrated on the man and his qualities.

•Agarwal says 'The Complete Man' came about because he wanted to create something that could "look at the brand over a decade's horizon and still be relevant." Today, two decades later 'The Complete Man' lives on, and is now the mandate of R K Swamy BBDO.

• Shifts in the advertisement:- Shekhar Swamy, group took over the advertising, the man was at the centre of all ads, the focus from clothes had moved. That was something missing."

• The Tag line 'Feels like Heaven...Feels like Raymond' was added to Raymond ads. “

•The fundamental idea was anchored in a basic human truth — that a man values his family so there was no need to change that at all," says Swamy.

•The current ad on air shows a tender interaction between a mother and a son. Besides the man, another constant in all Raymond ads since the 90s has been the signature tune playing in the background. The absence of spoken words in the ad makes it easier for adaption to local TV channels without translation.

Various Ads Themes

•Raymond has portrayed different sides of a Man’s personality - be it Macho or Sensitive. The various ad themes have been –• The journey began with its first Ad showing a Monarch playing chess.• In the 60’s and 70’s the Ad turned to Common Man looking for advice on looking good as part of the growing industrialization of India.• The next theme was a Guide to a well dressed Male, which conveys the message of looking good and Dressing well from the Brand.• In 80’s the theme was Celebrating Life’s moments and that You don’t have to Be A Raymond’s Man To Be A Raymond’s Man, which was fine tuned to people’s Celebration followed by Suggestion – “Never Say No to Life”.

Raymonds: The complete Man campaignBaseline: The Complete Man.

Agency: Enterprise Nexus

Target Audience: Real man, a 3-D flesh and blood figure (Source: Rajiv Agarwal, CEO, Enterprise Nexus).

How Raymond took the bold step of translating this concept into an advertising strategy?• Portraying a caring man was a revolution in Indian advertising. • Social trends indicated that the upper-end Indian male had indeed evolved, or aspired to evolve.

SUCCESS OF “THE COMPLETE MAN” CAMPAIGN•Emotional Touch

Aspirational power in a way that has given an impetus to the change in the metro man, emphasizing on the finer qualities of a complete man.

Reincarnation of Complete Man• In January 2002- changed the advertising agency for its textile division from Enterprise Nexus (Enterprise) to RK Swamy/BBDO

• During the early 2000s changed its emotional approach towards a fashion and attitude-centric approach.

•"The Complete Man is limiting because almost everything that had to be explored about the 'complete man' has been explored.

• Made change in their approach to address the dual issues by establishing the copy line Feels like Heaven Feels like Raymond

• Conveyed the message of having the sensitive feelings who is confident and caring

How Raymond’s has been successful in turning out well all the Five M’s of Advertising

MISSION

“POWER DRESSING” : Buzz Word

Objective: To project the Brand for the male segment, mainly young executives.

MESSAGE“THE SUBTLE & THE DIRECT”   

Message Generation:

 No Celebrity Endorser

Purpose: Raymond’s Man is just like you and me.

MEDIA

-TV, magazine, Hoardingsyd etc

- 318 Exclusive retail Outlets.

The media has been selected keeping in mind the RFI factor to cover largest audience base and Target Customers.

MONEY :“TAILOR MADE FOR SUCCESS”

Target Customer: Youth who thinks that he knows Everything and Aspires to be a Complete Man

MEASUREMENT Ad EFFECTIVNESS” spends 5-6% of Annual Revenues on marketing and Brand Building.

•The milieu for every Raymond ad is upper middle class.• Despite its premium imagery Raymond has patrons across all social economic strata. The company have always taken care to not showcase Raymond as an elitist brand.• Emotions and relations are the same across people and that is why the ads connect well.

So what's the difference between the past campaigns and the current ones?

• Frank ( Simoes )- distinctly remember the well dressed male campaign . It showed textiles in a very sophisticated and well designed manner

• 'The Complete Man' advertising created by Nexus"spectacular, aspirational and very elite conscious."

• "The dignified feel that was present in the earlier ads is missing today. It now feels like any fashion brand campaign," It needs to be more contemporary, more novel and more cerebral.

Shifting Focus to Retail Chains• First retail campaign was launched in 2011, and dwelt on the theme ‘Walk in with an idea, walk out with a wardrobe’. •‘Celebrate everyday’ is billed as an extension of that campaign, encouraging customers to treat every day as a special occasion.•“The campaign reminds its audience that celebrations are not restricted to special occasions. • While Raymond today partners its customers in all important moments like getting a promotion, meeting friends or just spending memorable moments with loved ones, the call to extend this celebration to everyday living has a very positive ring to it. • ‘something for everyday’ is reiterated by this campaign thought.”