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Raymond celebrates evolving father-son relationship and how life comes a full circle

Conceptualised by Grey India, the campaign shows the ‘Complete Man’ who understands the emotional value of the cyclical nature of life and tells us to pause, think, relive and give back some joy to our ageing parents

Click on the image to watch the TVC.

Raymond has launched a new TVC, ‘Complete Man’, who understands the emotional value of the cyclical nature of life. It takes the viewers through the heart-warming journey of how a father-son relationship evolves over time. Conceptualised and scripted by Grey India and directed by American director Rudi Schwab, the film chooses to almost suspend extraneous elements in the narrative to draw the viewer intimately into this special bond that they have and the joy of the moment.

The film revolves around one fleeting moment of bonding where a father takes his son to play football and also bends a few rules to give his son a surprise wheelbarrow ride and through the spontaneous joy of that moment. The scene cuts to a few decades later, where there’s a reversal of roles. The son, now all grown up, returns the surprise-ride to his ageing father who’s now on a hospital wheelchair. The seamlessness of this reversal is a short code for the fact that every stage and moment in life is transitory, but the real celebration of life is in remembering them and reliving them. The visual storytelling approach is sensitive, underplayed and honest with an emotional intensity that’s real and palpable.

Sandipan Bhattacharyya, Chief Creative Officer, Grey India, said, “It’s always challenging when you need to engage the viewer emotionally in a passage-of-time story, even more so when you need to crunch it into 45 seconds. I think this story says something very important to all of us. We live in frenzied, fast-paced times and easily overlook the value of reliving and giving back some joy to our ageing parents. If this film makes someone pause and think a moment about an elderly parent, it would have done its job.”

The TVC:

Credits:

Client: Raymond

Agency: Grey India

Chief Creative Officer and Writer: Sandipan Bhattacharyya

Executive Creative Director: Mayuresh Dubhashi

National Planning Head: Arun Raman

Senior VP Grey Works: Samir Chadha

Senior VP/Office Head: Vineet Singh

Production House: Magik Lantern Films

Creative Producer: Shoubhik Roy

Producers: Shoubhik Roy and Meita Roy

Director: Rudi Schwab

DOP: Setu

Art: Akriti Piplani

Post Production Head: Debjan Basu

Music: Brandmusiq

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