Scribd Logo
Upload

Welcome to Scribd!

  • Raymond: A Complete Man

    Uploaded by

    Pranit Saraf
    27 views7 pages
    Raymond's advertising campaigns over the decades shifted from focusing on upper-class businessmen in the 1950s-60s to connecting with the common man in the 1970s. In the 1980s, Raymond aimed to guide the well-dressed man. Starting in 1992, the "Complete Man" campaign portrayed a softer, caring man who values family over machismo. The Complete Man represents achieving success, enjoying life, and living ethically through dharma, artha, and kama. Though the ad seemed to target the upper middle class, its promise was to make every common man feel like the man in the ad by showing the transition from boy to man.

    Original Description:

    Raymond ad analysis

    Original Title

    PEP ad

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Raymond's advertising campaigns over the decades shifted from focusing on upper-class businessmen in the 1950s-60s to connecting with the common man in the 1970s. In the 1980s, Raymond aimed to guide the well-dressed man. Starting in 1992, the "Complete Man" campaign portrayed a softer, caring man who values family over machismo. The Complete Man represents achieving success, enjoying life, and living ethically through dharma, artha, and kama. Though the ad seemed to target the upper middle class, its promise was to make every common man feel like the man in the ad by showing the transition from boy to man.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    27 views7 pages

    Raymond: A Complete Man

    Uploaded by

    Pranit Saraf
    Raymond's advertising campaigns over the decades shifted from focusing on upper-class businessmen in the 1950s-60s to connecting with the common man in the 1970s. In the 1980s, Raymond aimed to guide the well-dressed man. Starting in 1992, the "Complete Man" campaign portrayed a softer, caring man who values family over machismo. The Complete Man represents achieving success, enjoying life, and living ethically through dharma, artha, and kama. Though the ad seemed to target the upper middle class, its promise was to make every common man feel like the man in the ad by showing the transition from boy to man.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 7

    RAYMOND

    A Complete Man

    Raymond Advertising Over


    Years
    1950s-60s
    The companys publicity efforts in 1950s and 1960s based on the Chess King motif, which
    reflected the groups focus on higer-end, upwardly mobile market
    1970s
    Focus shifted on Ordinary Man character. Ads had images to connect with common man of
    the country
    1980s
    Guide the the well dressed man, this gave Raymond its first spot under sun
    1992-present
    The Complete Man legacy starts

    Information about the Ad


    Rajiv Agarwal - Started the campaign of The Complete
    Man
    Agency: Nexus Equity
    Winner of 8 awards
    Ad Club Advertising Campaign of the Year
    A&Ms Best TV Campaign of the year

    Meaning of the Ad

    Not a typical Macho Man


    Man is softer, caring and looking dapper
    Man who values his family

    Who is a complete man

    Dharma - Living an ethical and correct life,


    successfully manages duty
    Artha - Achieving success in terms of wealth and
    power
    Kama - Enjoying Life

    What the ad promises

    At first look the ad seems to be for upper middle class


    But it caters common man of India
    Every guy wants to be the Man in the Ad
    Showing transition from boy to a man

    You might also like