Raymond’s
The Complete Man campaign, which has been running for over 25 years, has been
given a quiet burial by the company. Does that imply that the appeal itself has
lost its appeal? Are their greater appeals than perfection (or being complete)
when it comes to man-woman relationship?
Independent brand strategy advisor Prabhakar Mundkur looks at the Raymond
campaign in his column.
The new Raymond TV
features visually impaired Canadian singer and writer Jugpreet Singh Bajwa. He
provides “his interpretation of black for the new Black Collection of fabrics”.
“Raymond's latest
film has proved to be a complete departure from the previous tone and
personality of the brand,” he writes. “Almost like moving from an opera house
into a hard rock concert without a transition to adjust to the change.”
On the Raymond campaign,
Mundkur quotes Sumit Roy, long-time trainer and innovation consultant, as
saying, "The Complete Man worked because women actually chose suiting
brands, not men. Apparently, we men can't decide on suits without having a
woman at our side. While I am always for long-running campaigns, The Complete
Man is now over 25 years old. Do women like ‘sensitive men’ any more…? Times
may have changed."
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