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Raymond breaks cliché in its new ad

Conceptualised by Famous Innovations, the new ad portrays the qualities of ‘The Complete Man’ by showing a husband who is not mired in gender stereotypes, but is a responsible husband and father

BestMediaInfo Bureau | Mumbai | November 12, 2014

Raymond Click on the image to watch the TVC.

Leading fabric and apparel brand Raymond has come out with a new minute-long TVC which portrays the dynamic man of today, who supports his wife through various phases of their lives. The TVC has been conceptualised by Famous Innovations.

In today’s world, where both the man and woman of the house have to go to work, it’s not an easy decision to bring up the child at home. Someone or the other has to stay back to take care of the child. Typically, it is the mother who has to sacrifice her job and take care of the baby. But, in this ad, Raymond breaks this cliché and mindset by showing that a man can take equal responsibility of the child by staying back at home and letting the wife go to work.

Raj Kamble Raj Kamble

Sharing the thought behind the TVC, Raj Kamble, Founder and CCO of Famous Innovations, said, “It’s a heart-wrenching moment for a working mother when she has to leave her baby alone for the first time. Today’s husband understands this. By stepping up for his wife in this difficult moment, ‘The Complete Man’ shows that he places their love and partnership over any ingrained gender roles."

Ritesh Ghosal, CMO, Raymond Lifestyle Business, added, "The Complete Man continues to epitomise the Indian male, as he has done for decades. Except that the context is different today. Relationships have evolved, and the new film captures the new age dynamics between a man and his wife, in a context that truly brings alive the choices a man has to make today.”

The minute-long film tells us about the dilemma faced by a working mother. In the ad a married couple is seen coming out of the house to go to their respective work places. As the man is about to open the door of his car, the woman realises that she has an unfulfilled chore related to the baby and goes back to finish it. All the while the man patiently waits for his wife outside the house. The lady comes out of the house and sits in the car, but is anxious and worried about her little baby back at home with the nanny. She once again goes in to the house to check on their baby. This time, the husband follows. As they emerge out of the house, only the woman leaves for work and the man stays back to take care of their baby, bringing out the qualities of  the ‘complete man’. The TVC ends with the voice-over - ‘Many things make The Complete Man, being there is just one of them’.

The TVC is being aired across television, with a special focus on sports channels.

The TVC:

[youtube]https://www.youtube.com/watch?v=7yrgkP3zn9Y[/youtube]

Credits:

Agency: Famous Innovations

Creative Team: Raj Kamble, Priti Kapur, Mithila Saraf

Account Management: Arjun Sen, Mithila Saraf

Agency Producer: Shridhar Bhave

Production House: Nirvana Films

Director: Prakash Varma

Executive Producer: Sneha Iype

Producer: Sunitha Ram

DoP: Tassaduk Hussain

Production Designer: Manisha Khandelwal

Music Director: Clinton Cerejo

Editor: Shyam Salgaonkar

Info@BestMediaInfo.com

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