Raymonds Ad Analysis: (Letting go)
It captures the evolving relationship between a father and his teenage daughter. It begins with the duo walking through a park, with the daughter resting on her father’s arm lovingly. At one point, she lets go of her father’s arm, distances herself, and waves out to her friends who invite her to join them. The girl's dilemma on whether or not she should leave her father’s side is evident. The father meanwhile begins to reminisce about all the times his daughter would hold on to him, and need him by her side. As the flashback ends, he smiles and gestures for her to join her friends. As the girl gleefully runs towards her friends, a voice over says, “Many things make the complete man. Letting go is just one of them.”

Raymond's core brand proposition 'The Complete Man' has timeless relevance and has always stayed at the heart of our product ethos. However, the brand expression needs to be constantly evolved in an ever-changing socio-cultural backdrop. The new thematic brand film with its refreshing insight builds relevance for ‘The Complete Man’ in today's context. The brand campaign will be supplemented with a series of simple, engaging and impactful product proposition films to further enhance Raymond's strength in diverse product categories.

every father who has a daughter will connect with this

years, fabric manufacturer Raymond has kept its advertising true to its brand statement, The Complete Man. Each ad released under this umbrella thought explores a different aspect a man's personality and relationships - be it with his elders, romantic partners or pets. Each ad ends with the brand's signature tune, accompanied by a voice over that says,

One ad is titled 'Letting Go'; it captures the emotions of a middle aged father towards his adolescent daughter. The film tries to capture that fateful moment when he is faced with the reality that some day he has to let go of daddy's little girl, who will inevitably be lured into the big bad world by her age-mates. This film has been directed by Abhinay Deo of Ramesh Deo Production.

ads are more progressive and contemporary than what we have seen earlier
For most Indian fathers, he explains, "letting go" of their daughters is synonymous with marriage. "But today's 13-14-year old daughters are more independent than they used to be, and The Complete Man is one who understands," he says, adding, "This film wouldn't have worked 10 years ago. It's for today's 'Evolved Complete Man'.

he shares, confident it will strike a chord with fathers like him. He puts the core TG of the campaign at 35+ years. Does the brand need to become younger, though? "No... it just needs to stay relevant to its core,

It was cool to be a brand that's ahead of its times, and showcase the softer side of masculinity.

a complete man who is more a man of action rather than of slow-motion! –NO

go back to the emotional roots with themes like 'letting go' (a middle-aged father lets go of his teenage daughter after overcoming his anxiousness as a parent

It is an aspirational position, you can never become the complete man.