Within the late 80s, Raymond took it upon itself to re-define the definition of masculinity by means of built-in campaigns. We revisit the bylanes of the Raymond promoting journey, glancing by means of its branding story.
The 96-year previous model – Raymond, who understood impartial India and grew with it taking big steps in the direction of constructing an empire, is a traditional story of promoting. The Raymond promoting journey is a testimonial to its grand imaginative and prescient and the corporate’s timeless spirit to redefine Masculinity at every stage.
“The primary time I checked out suiting promoting was once I was requested to deal with the model Cali-ber from Calico Mills. The pioneering work carried out by Frank Simoes for Raymond remains to be contemporary in my thoughts. The adverts didn’t glorify suiting or a macho man however have been a masterclass within the artwork of refined promoting,” recounts Ambi Parameswaran, Model Strategist, and Founder- BrandBuilding.com.
Raymond Woollen Mill arrange a producing unit JK Information in 1950 for indigenous engineering recordsdata. Attaining considered one of its milestones was Raymond when in 1958 it forayed into retail with the launch of the primary unique retail showroom in King’s Nook – Ballard Property, Mumbai.
Since Dr. Vijaypat Singhania took cost in 1980, Raymond began exploring totally different sectors like indigo denim, constitution air companies, and extra. Be it a loving father or a supportive companion, the black and white hues turned a signature of the Raymond adverts.
Other than advertising and marketing ‘The Full Man’ and its vary of clothes, do you know that Raymond additionally went on to launch Kamasutra within the early 90s? Inside a 12 months of the launch, Kamasutra turned the second-largest condom promoting model in India.
Additionally Learn: Brand Saga: When Maggi fought back…
Within the mid-80s and early 90s, Raymond additionally broke freed from the poisonous Offended Younger Man fad and introduced forth a unique facet of masculinity with The Full Man. The model spoke in regards to the different facet of masculinity, as soon as once more, a topic that manufacturers nonetheless get bashed for talking about.
Later when the legacy was handed onto Gautam Singhania the place Vijaypat gave 37.57 % of the full shares to him. That is when ‘The Full Man’ reigns have been managed by RK Swamy BBDO and the model journey witnessed a few of its most outstanding campaigns.
From ‘The Final Man’ to ‘The Full Man’ to ‘Raymond ReImagined’, the model has revived with time. Repeatedly, shifting the main focus to what’s the want of the hour and shopper behaviour, Raymond consistently stored on upgrading with time, by way of clothes and communications.
Portraying a caring husband, a well-read man, a doting father, an sincere pal, an obedient son – Raymond whereas subtly integrating the product options confirmed ‘The Full Man’ highlighting all of the points of his character and feelings by means of all these years.
To get a 360-degree view of the Raymond promoting journey, check out the detailed saga here.