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Ad Review: Team C-4

This document discusses advertising by Raymond, an Indian textile company. It summarizes Raymond's history, divisions, taglines, and notable advertisement campaigns from the 1980s to present. Key points include that Raymond was founded in 1925 and is a market leader in men's suiting fabrics. The document also analyzes Raymond's long-running "Complete Man" advertising theme and how its emotional ads helped build the brand's image over many decades.

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105 views

Ad Review: Team C-4

This document discusses advertising by Raymond, an Indian textile company. It summarizes Raymond's history, divisions, taglines, and notable advertisement campaigns from the 1980s to present. Key points include that Raymond was founded in 1925 and is a market leader in men's suiting fabrics. The document also analyzes Raymond's long-running "Complete Man" advertising theme and how its emotional ads helped build the brand's image over many decades.

Uploaded by

billatony
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Ad review

TEAM C-4
IMPORTANCE OF ADVERTISING
• Advertising introduces new products to general public.

• Advertising introduces different brands of same product.

• Government can very profitably advertise its schemes and


policies. It can tell general public what it might do for good of
nation.

• It is through advertisements that we come to know of new


service jobs.
ABOUT RAYMOND
“ A vision finds form...
A dream conquers reality...”

• The Raymond Group was incorporated in 1925


• It sells textiles, readymade garments, engineering tools,
prophylactics and toiletries
• Headquarters: Mumbai
• Key people: Gautham Singhania-Chairman and managing
director
Company divisions
• 1.Textile
With a capacity of 35 million meters in wool & wool-blended fabrics, Raymond
commands over 60% market share in suitings.

• 2.Engineering
J.K. Files & Tools and Ring Plus Aqua Ltd. are the group companies that are engaged in
the manufacture of precision engineering products

• 3.Denim
Raymond UCO Denim is a Joint Venture between Raymond Ltd, India's largest textile
and apparel major and UCO NV of Belgium.

• 4.Aviation
Raymond Ltd. is one of the first Corporate House in India to launch Air Charter Services
in India in 1996.
Taglines
• “In life’s lighter moments”
• “In life’s more nostalgic moments”
• “The well dressed man”
• “Feels like heaven- The complete man”
In life’s lighter moments
• Duration – 30 sec
• Ad agency – Bensons (now Ogilvy & Mather)
banner.
• Creator – Frank Simoes
• Jingle – used a famous western classic: Spring
from Vivadi's Four Seasons
Cont.…
• Man-Women relations.

• Idea so subtle, the word 'suits' is not even mentioned.

• It also shows how Walkman was used in 80s as a


handy tool in courtship.
Raymond- The Teacher AD

• TITLE- The Headmaster farewell AD


• Brand- Raymonds
• Time duration- 40 sec
• Client- Raymonds textiles
• Agency – R k swamy BBDO.
Raymond : the puppy ad

• Title – “My friends”


• Product – Raymond suiting's
• Time duration- 30 sec
• Directed by film- maker Rajiv Menon
• Ad agency- RK Swamy BBDO
• Six-week-old Golden Retriever pups used
Beyond Business
• Raymond Embryo Research Centre for cattle
and J. K. Trust Gram Vikas Yojana

• Smt. Sulochanadevi Singhania School

• Kailashpat Singhania School

• Raymond Rehabilitation Centre


Advertisement Mantra (4M)
• Mission, Money, Media and Message

• Message :- With a largely patriarchal society, the


majority of the men are seen as the provider

• Raymond with its adverts created a whole new


meaningful existence for men who did not feel or act
like the rest.

• Based on the theme of ’The Complete Man’ it became


the embodiment of a loving, caring, soulful man.
• Buying behaviour:- Besides price, availability,
substitutes and other variables, the buying behaviour is
very much influenced by the brand-image.

• Emotional factor:- An ad campaign that


undertakes the human emotions and translates an
advertisement creates a lasting impression in the minds
of the buyers.

• Values:- India being a nation which places a lot of


emphasis on values, principles and ethics, A brand,
which has the perception of being ethical, is bound to
score over its competitors.
TVC AD
• Title: Raymond Textiles – ‘Home Alone’ campaign 
• Aim: To take the Raymond brand and its ‘The
Complete Man’ character forward.
• Time duration:45 secs
• Client: Raymond Textiles 
• Creative Agency: R K SWAMY BBDO 
• Executive creative director: Sangeetha N
• Partner - Creative Director: Gautam Pandit 
CONTD..
• Production House: Future East 
• Director: Ashim Ahluwalia
• Post-production studio: Pixion 
• Music: Salim & Sulaiman 
• Media used: TV and print 
• Media agency: R K SWAMY BBDO 
Review
• Process behind the ad: Inspirations from real
life situations
• Execution: Suitable background score. Shows
‘The Complete Man’ graduating to a more
inclusive role.
• Critical point: Lack of surprise element
• Nostalgic moment: Scene from ‘Lage Raho
Munnabhai’
• Raymonds advertising has been the best in its
categories of ages.

• Raymonds advertising – sophistication and consistency.

• One of the key factor in making the Raymond the


market leader is its Ads.
conclusion
• The challenge is to remain attractive and
aspirational.

• Raymonds personality based advertisement


likely to retain its appeal.
Reference
• http://
www.mouthshut.com/product-reviews/Raymonds-
Raymonds-The-Complete-Man-commercial-925040
830

• http://www.raymondindia.com/

• http://
www.exchange4media.com/e4m/news/fullstory.asp
?section_id=1&news_id=39071&tag=5271

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