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.”
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
Art: Akriti Piplani
Post Production Head: Debjan Basu