Park Avenue, the men’s grooming brand from Raymond, has unveiled a new advertising campaign conceptualised and executed along with Wunderman Thompson.
Speaking about the campaign, Pooja Sehgal, Chief Marketing Officer, Raymond Consumer Care, said: “Consumers preferences for fragrances have evolved from being simply a practical choice to becoming a discerning lifestyle choice. At Park Avenue, we cater to the evolving choices, of the modern man while they explore and expand the horizons of their personality. Our latest campaign is an endeavor to showcase the openness and acceptance of one’s authentic self.”
A friend of mine shared an incident in the midst of this lockdown. As the person who irons the clothes of people her locality is out of work right now, each house has decided to continue paying her what they typically did every week. On her second week’s round, my friend asked her, “Do you need some more money? Rice?” “No didi, we have enough!”
“Have enough!”
Now, how many times have we heard these words in the positive sense? How many times have we just passed by a store telling ourselves that we have enough shirts, tops, suits, jeans, shoes and belts? How many times have we made our kids realise that the weekly trip to a fast food joint is not really lifesaving? How many times have we just told ourselves that we have enough?
A meme doing the rounds these days carries a statement – “It’s funny how the world economy is about to collapse just because people are buying only what they really need.” Hope all of us sharing and forwarding this meme realise its implications once the lockdown is gradually lifted. Quite a few of my friends have been busy making “lists” of things to buy the moment ‘freedom’ is announced. They range from stocking up on medicines to single malts! They are all foreseeing another lockdown soon and therefore do not want to be caught napping, literally. Its quite a scary thought, is it not? The buying tsunami that would happen! Consumables, brown goods, white goods, winter wear, beer, cigarettes, frozen food and what not. We will surely have forgotten that meme!
Hoarding is primarily a human trait.
The rest of the animal kingdom does not believe in it unless it is for hibernation or winter.
Us social animals always want to have more than what we immediately need. For we have ‘wants’ and ‘desires’. Stuff that the marketers salivate about. And survive on.
So, as the world wakes up to a new “normal” as everyone keeps talking about, will the marketers wake up too? Or will it be business as usual? Will the new normal be a fresh fundamental of consuming responsibly?
“Responsible Consumption.”
It’s when the one who can afford to consume more consciously decides to curb purchasing beyond what is ‘needed’. It is to gradually control the wants and the desires of physical ownership and consumption.
How about waking up to a new India where marketers are actually encouraging responsible consumption? They are driving the much-needed consciousness through their communication, promotions and incentives. They have redefined their business not merely on numbers but on usage, lifecycle management and a slightly higher price point too, in some cases. Imagine…
Maruti Suzuki gives a loyalty bonus only if you retain your vehicle for at least 4 years. And waives off servicing charges on any True Value purchase for 24 months, to encourage reuse of vehicles.
Raymond’s gives you a cashback once you have used the same blazer or suit or jacket for five years. They also have a tie-up with Cult.fit to help you stay in shape.
Apple decides not to launch any new device for the next 12 months asking their customers to maximise the use of what they already have. And they will sell a new device to an Apple customer only if the current one has been used for at least 3 years.
MakeMyTrip gives additional bonus points for not actually taking a holiday trip this financial year. Also, huge MMT Black rewards for holiday trips made every second year outside of the usual tourist spots.
Coca-Cola decides to reduce production of aerated beverages by 30% and promote more water and fruit pulp-based drinks. Also, it decides not to advertise any aerated beverage on mass media or social media.
SBI chips in with their own token contributions to the ones you make to a list of social causes. Also, your loyalty points add up more if you make lesser trips to the ATM.
Samsung waives off 3 EMIs of all loan takers on their white goods if they promise to use them for 12 months more than planned, subject to a minimum of 48 months.
Bajaj starts a rental programme across their entire network where the Dominar and Chetak are available on a “pay per-use” basis. One need not own or borrow a Bajaj to enjoy it. Just needs to officially rent one from a dealership.
McDonald’s does away with their ‘combo’ meals and encourages people to eat right and light, exactly as they want. They will have no incentives for bundling items. The Happy Meal however will stay for the kids.
Tata finally decides what exactly to do with the Nano – relaunch it as a new-India smart mobility choice, in an electric avatar, with an AI-based algorithm that keeps crediting points into the customer’s account based on the times at least three people travel at a time.
Finally, the Government of India decides that on the next emergency, it shall not ask for any contribution to the PM National Relief Fund or create something like PM-CARES as it will redeploy existing resources from unnecessary and low-priority expenditure rather than emotionally burden the citizen’s wallet.
The challenge of instilling responsible consumption has to be taken up by the market leaders rather than the challengers. Leadership has to be seen to consciously shed its ‘greed’ for greater good.
Am I day-dreaming? Between the dystopia of today and the utopia I paint, society shall definitely move to a situation better than yesterday. And there will surely be a few marketers with their hearts in the right place who will take the first steps. As Lennon had remarked, I may not be the only dreamer…
Times OOH has installed a mannequin at Indore International Airport over the baggage belt to showcase the various new formal wear looks of the brand available at prominent stores across the city.
Said Dhanraj Israni, Product Head- Airports at Times OOH: “At Times OOH, we believe in bringing world-class airport media advertising opportunities to our brand partners that enable them to capture the imagination of their target audience in the most effective yet creative ways. Raymond’s Complete Man installation was aimed at grabbing the eyeballs of business travellers of this vibrant commercial hub with its sleek look and fit while highlighting the premium feel that has always been associated with the Raymond brand.”
Nowadays, it is becoming tough to be a man. And even Gillette is getting into the act.
I am into this simple brand-feature-benefit-transactional relationship with the multi-edged Gillette razor, when suddenly from every article on marketing communication and potential award list now has started questioning me.
Gillette Started The Battle Of Toxic Masculinity.
When on January 13, Gillette tried its toxic masculinity concept and was brave enough to accept that maybe it was wrong to project the kind of masculinity that they have a party to. And perhaps they have been inappropriate in their reflection and projection of not only men act against woman but the woman herself. (The toxic masculinity advertisement has some 700,000-plus dislikes on YouTube). How right!
The brand told you “We believe in the best in men: To say the right thing, to act the right way. Some already are in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow” and I ask, who gave Gillette the right to contextualise and define what is wrong and what is right.
Surely, I have multiple sources to listen, read and follow then a razor brand sharing this purposeful new doctrine. Well, the brand, in a way, went on to almost stereotype all the men in one bucket.
All that from the fundamental insight ‘I am not the bad guy, but I don’t know how to be a great guy,’. Wow, is that advertising trying to be defining a cultural context. And which man does not know the difference between right and wrong, it’s as much as can’t and won’t.
You are free to hold another point of view. That’s Okay.
Is Gillette Advertising Really Purpose-Led.
I want a razor and not a lecture on morality.
Sincerely, I don’t like drifting aimless advertising.
I thought that was international. And then suddenly we have this Spain Gillette asking you Are you man Enough?
The definition of masculinity and what really is a man has been shifting. You can ask the razor brand that is finding it difficult to add more edges to its multi-edge blades.
https://youtu.be/sfL2vpJJ1uE
We have indeed been domesticated at home. We have been along with the daughters of the world lived through a generation of can’t, don’t and won’t. It was always more about how to behave, and that meant more of what not to do.
We have grown with the idolised definition of what a man is or should be. Across the country, there are various definitions of masculinity. Masculinity, revenge, honour, bravery, money, wishes and dreams were rolled into an undefined heterogeneous mix of directives. Add virility, beard and performance into that list, and that’s what we know.
Tear, fear and accepting defeat was never part of that definition. It’s still not, other than the time when on social media, one wants to be politically right. And now this silly hair-cutting tool manufacturing company believing research wants men in Spain to re-evaluate the stereotypes as it makes the real man feel uneasy.
The Complete Man Was Another Level Of Masculinity.
Raymond’s ‘The Complete Man’ has been trying to tell us what is the construct of a perfect, complete man. It is non-intrusive and has been working. It never shouted or disturbed you with the question, Are you man Enough? And I am still talking of the earlier ‘The Complete Man’ series that was subtle and moderate by any standards.
Men Will Be Men Is Another Polarised Masculinity.
It is okay. It is absolutely fine when we men laugh at ourselves. Look at the Imperial Blue ‘Men will be Men’ series. Don’t they teach you and remind you of obnoxious silly behaviour. They tell you in many ways what’s wrong or what’s right. And we men knowing what’s in it for us can take it easily. We don’t need this sharp blade razor manufacturing brand to overtly threatening tone to ask ‘Are you man enough?” or I will…
Gillette Disturbs Asking – Are You Man Enough?
Funny then for someone to ask “Are you man enough to admit you’re afraid?” And in the Spanish version, it begs the viewers if they are man enough to be a queen? I don’t think Gillette is thinking of asking such questions in India.
Every research points out that the new age consumers are looking for brands with a purpose. But this? Seems like someone searched for the purpose and then tried fitting in the brand.
I am not sure how easy or tough it was for the team at Proximity, Madrid, Spain to internalise this changing definition and shifting stereotypes before they made the client see their way.
Oh, it is different when the question gets mellowed down to a simple and more acceptable format. “Are you man enough to be you?” Now, you see, the communication is far too convoluted and complexly un-related with the brand.
It may be artistically exceptional and commercially well-produced. It may be superbly directed and well-executed. The truth remains that it is trying to be courageous in contextually correcting its earlier smooth shave gets you everything approach. It’s good that the brand is trying to GLOCALISE the concept, as there will be a razor-sharp difference from well-executed to downright polarised failure.
The brand wants you to relate it to another simple fact that “It takes a real man” to do things, to be himself and do things that may not be right but a must. And this it thinks will add and facilitate an inclusive freer world. Help identify the new modern idealistic stereotype of contemporary man. Follow that changing expectation Gillette have moved from its own admissible toxic masculinity of “The Best that a man can get” to “The best men can be”. Well, that for a change is definitely within the challenging new definition. Gillette seems to be man enough to express regret and change.
…………………..
Gillette May Not Affect Toxic Masculinity Or Help You Find the Answer- But It Will Win Awards
Why do I have a feeling that this long-term commitment to a right directional swipe by the brand is going to get a lot of awards: ‘The Best that a brand can get’.
Do not forget, in Spain under this programme is a small scale prototyped 20,000 students connect programme by sociologist and psychologists. Additionally, there is that judges polarise Gillette Interactive teen chats focussing on real masculine values. There the teens will debate, reflect and surely realise (for the brand’s benefit) that masculinity means a lot different. They will get rejuvenated and charged for breaking barriers that that stop them from being themselves.
Admit, Gillette Has Been Courageous In Their Act. Now They Need To Just Hold On To Their Belief. They may be saying it right and the way they want to say and shake up male thinking and stereotyping – but then I personally see a lot of gap between product-brand and the purpose. Hopefully I am not alone in it.
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DUREX STABS MEN.
Meanwhile, another Man’s friend in need- DUREX CONDOMS tried starting a conversation under # OrgasmInequality. It is talking about a woman faking orgasm to satisfy the male performance ego.
You’ve heard the numbers, you’ve heard the women and you’ve heard the men. Now it’s time we hear you! It’s time to talk #OrgasmInequality and Fake Orgasms. Ask a question, tell us your story or just be part of the conversation with #IFakedItToo. pic.twitter.com/cxeZRHkA0N
— Durex India (@DurexIndia) May 31, 2019
Something that every man knows but is afraid to speak about.
The best friend Durex did not trade sides but reminded Man that lovemaking is all about mutual intimate pleasure.
Horrible brand, it is asking women to share their fake orgasm story under #FakedItToo. Even if they open about these stories to the man they are intimate with, it can hurt many dudes psychologically to the level of dysfunction.
It is different that in our country, not many women will share such stories even if it is Swara Bhaskar and Pooja Bedi prompting them, but everyone would play their stories in mind. It did have an expected adverse playback from men. There was a lot of twitter debate about it. Yet, think the brand is still the winner.
Another brand making it tough to be a Man knowing that the females can really influence the choice. The brand knows that it is absolutely true in the case of condoms. A man will get what everything that gets him the action and boosts his ego. And anyway it is all about Durex Mutual Climax Condom- another pressure point..
This is confusing, as it is the case of “The best men can be” to “The Best that a man can get”. I just hope people get what is being said above. I hope the stance and comments are not taken at face value.
Raymond has launched its new ‘Complete Man’ TVC that takes viewers through the heart-warming journey of how a father-son relationship evolves over time.
The film has been conceptualised and scripted by Grey India and directed by American director Rudi Schwab. Said Sandipan Bhattacharyya, Chief Creative Officer, Grey India: “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.â€
For a television channel that’s determined to fight for the need for transparency in public life and government, its launch date appears to be a closely guarded secret. But now it’s confirmed: Tomorrow, May 6. Why a Saturday, one may ask. Because that’s the first day of the week (Week #19 of 2017) as per BARC measurement. And Goswami, as he must, keeps a close watch on his viewership numbers.
Before we had  confirmation on the date, we did have word from the Star India Corporate’s PR agency that Republic TV would start streaming on the OTT platform with effect from tomorrow. No time stated.
Having said that, Republic is on a roll in terms of marketing across media. It has a healthy set of advertisers: Vivo, Jio, Renault, Hike, Yes Bank, Microsoft, Ravin, Nestaway, Future Group, Havell’s, Gionee, Lloyd, Raymond and Ola. Star India, we are told by sources, will continue to be an advertiser, though its logo is missing from today’s Mint ad.
We asked ChromeDM, specialists in research on connectivity to give us a report on the availability of Republic TV, for, distribution along with content and revenues will eventually speak about the success of the channel.
And this is what Pankaj Krishna, Founder & CEO, Chrome DM said: “Currently, on an average, an English News Channels has an availability of 45.1% among Urban Homes in India. With its soft launch, Republic has 18.4% Urban India availability (as per Chrome OTS or Opportunity to See, 3rd May 2017). In Mega Cities, Republic is currently available in 32% of the Households.â€
Note this is for data as of May 3. A distribution industry expert we spoke with said that the availability will leapfrog once the channel goes on air, as even though the deal is inked, some discerning networks do not like to air test signals. So the expert we spoke with said the ChromeDM data as of now may not be the right measure to look at right now.
However, MxMIndia is a neutral observer and it’s important that you know facts as they are. Also, according to the ad, distribution deals have been inked with all platforms. Other than Hotstar, Republic will be available on Jio, Ditto and we are sure other platforms too.
“There’s a buzz around Republic TV, and even if deals aren’t inked, viewers will want to watch it and will ask for it… at least for the first few weeks. Moreover, it’s free-to-air, so the pull factor increases,†said one distribution network owner.
A media buyer and marketer we spoke with requested to speak on anonymity. Here’s what both echoed.
That the buzz around Arnab Goswami has increased after he quit his previous employer.
The legal notice which Goswami spoke about making an emotional appeal touched a chord, and there is a certain amount of sympathy for him.
The issues with Pakistan are raging, and that’s a topic Goswami is passionate about
There are enough inefficiencies across the country which Goswami will definitely dwell on
Meanwhile, other channels are also getting their act together. Both India Today and CNN-IBN have launched shows at 7pm and also relooked at the rest of the primetime programming. Extension of primetime to 7pm will expand the viewership in all.
As per BARC ratings for Week 17 (April 22 to 28), Times Now was the leader followed by India Today, CNN-News18, NDTV 24×7 and BBC World News. NewsX and WION didn’t figure in the Top 5. This data is for urban and rural viewership from amongst males of 22 years and above.
MxMIndia also spoke to industry captains and while all of them wish Republic TV and Arnab Goswami the very best, they do acknowledge that it’s not going to be an easy ask. There are comparisons made to how CNN-IBN (now CNN-News18) scored a march over NDTV 24×7 when Rajdeep Sardesai started the channel, but those were early in the history of English news television in India. Times Now didn’t exist and Headlines Today (now India Today) was near-inconsequential.
And what is our view? Well, who doesn’t like a David outwits/ outshines/ kills Goliath story. We all love it. But then we are going to be as neutral as it’s possible. We report on the business regardless who gives us business.
However, there are issues which are beyond just R&R… in this case ratings and revenues. It’s the kind of journalism we will see on Republic TV. And hence across all channels. Will channels talking about the noise be contributing to the noise in their own way? Will the new style of television journalism – nationalism and raising questions against it – actually damage situation on the ground, even though the viewership of English news channels is limited.
It’s our third ‘Big Story’ on Republic. Or fourth? We’ve lost count. But, then, it’s possibly one of the biggest media launches in the last decade.
The last question to ourselves (and as in the headline): Do we see Republic TV killing Competition?
Our response: We don’t know. Yes, we do care and we will be delighted to report on the numbers. We will await the BARC ratings over the next few weeks quite how in the old Hindi films the old parents would wait for the ‘daakiya’ for an update.
Our normal end-line would’ve been: May the best channel win.
But here, we will say: May good (and smart) journalism win.
Famous Innovations launched a new film for Raymond Techno Series presents TechnoSmart highlighting how the fabric is an appropriate blend of advanced fabric engineering and style. Depicting four protagonists, the film showcases TechnoSmart features in a dynamic and vibrant manner.
Said Madhu S Dutta, Head Marketing, Lifestyle Business: “TechnoSmart is an example of Raymond’s journey to constantly bringing in innovative product line. It’s futuristic and caters to our consumers’ changing lifestyle. Suits are no longer the domain of stiff upper-lipped Boardrooms. They are dynamic, vibrant and more fun. The film reflects that sensibility.”
Raj Kamble, CCO and Founder, Famous Innovations, added: “This is the second film we’ve created for TechnoSmart. While the first film focused only on the product’s proposition, here we balanced the product USPs with the style and sensibilities suitable for a fashion brand. Edgy and graphic, unlike any other film we’ve done for Raymond, the idea was to keep it visually engaging with details that viewers discover each time they view it.”
STAR Plus has acquired the rights to the official adaptation of globally popular sitcom – Everybody Loves Raymond. The Indian adaptation, in Hindi, will be titled Sumit Sambhal Lega, showcasing Sumit as the Indian Raymond whosepredicamentis one that men face universally, of getting stuck in family situations post marriage that gives rise to a comical extravaganza. Sumit Sambhal Lega will be very close to Everybody Loves Raymond just fine tuned to suit Indian sensibilities.
STAR Plus has roped in the writer of the original series, Steve Skrovan, to oversee the creative process on the show and to ensure that the nature and DNA of the original series remains intact. This is the first time that any writer from the original show has been involved in the adaptation. Steve Skrovan has been a part of the Everybody Loves Raymond team right from the beginning in the capacity of a writer and co-producer and was with the show till its finale. Steve’s role in Indian version includes providing creative direction to the writers working on the show.
Commenting on this, Steve Skrovan said, “It was such a privilege to be a part of this from the beginning. I got to learn about Indian culture and television and the whole experience has been great. Star Plus is the largest brand and most appropriate to get this show to people in India and even though Sumit Sambhal Lega will revolve around the man, the relationship between his wife and the family seems to fit perfectly in Indian culture.â€
The channel has also adopted some of the best practices from Hollywood, including the adoption of Writer’s Room – a platform where all the writers come together and brainstorm to create a masterpiece. There is a team of dedicated writers for the show instead of one writer working on multiple shows at a time which is a standard practice. Extremely popular in the west, writer’s room puts more focus on the writing aspect of the show, thus promising entertainment of highest quality.
The Raymond shop wants the suits to celebrate everyday. Even if they are stuck on potholes or the share prices have crashed or the babus are sitting on their business proposals or their wives have walked out on them. (Okay, all that is my nasty two-bits!). Nothing wrong with the concept per se, so then it’s all left to the execution.
The TVC lives the life of a suit through the week, from Monday to Sunday. It shows how, by wearing the Raymond suit on different occasions, the man makes his life rock. Whether it’s work, partying, chicks… and of course, spending time with parents. The Raymond man is a complete man, you see, and until he obediently touches the feet of the elderly, his week is incomplete.
Completely stupid work this is. While I appreciate Raymond’s attempt to expand their market share by positioning the brand for all occasions, the ad is totally dull and trite. Same old suits, same old corporate meetings, same old moving and shaking… this looks like a commercial from the sixties. And the thakela jingle only manages to pull things down even further.
A complete wash-out in my books. However, I shall add a rider: I am not a suit, so perhaps I don’t understand these pin-stripes. It’s quite possible they like such floozy stuff. In any case, with the general dumbing down that’s happening with Young India, perhaps such work is the order of the day. And I feel very saddened to state this.
Rating: (On a scale of 1 to 5): 1. Tired and jaded.
The creative mandates for Colorplus, casual wear offering from the Raymond Brand, have been awarded to Lowe Bangalore and industry sources close to the development confirmed the news to MxM India.
The incumbent on the account was Rubecon. The creative agencies on Raymond’s roster include RK Swamy BBDO and TBWA. RK Swamy has worked on this account for around a decade whereas TBWA Mumbai was added to the roster in January 2011.
The media agency on the Raymond account is the RK Swamy Media Group. In December 2010, Raymond had consolidated its media planning and buying with the RK Swamy Media Group, comprising Media Direction, Digital Direction, Hansa Media Services, and Hansa Outdoor.
It may be recalled that in December last year, Raymond released an ad campaign aimed at popularising its lesser known product offerings, one of which was ColorPlus. The campaign was rolled out with the objective of informing customers that The Raymond Shop is a one-stop shopping destination for men, complete with all Raymond’s brands under one roof. The ad marked a digression from the parent brand’s age old positioning – The Complete Man.
ColorPlus is a complete lifestyle brand that was launched in 1993, and stands for luxury and style.
A friend of mine shared an incident in the midst of this lockdown. As the person who irons the clothes of people her locality is out of work right now, each house has decided to continue paying her what they typically did every week. On her second week’s round, my friend asked her, “Do you need some more money? Rice?” “No didi, we have enough!”
Times OOH has installed a mannequin at Indore International Airport over the baggage belt to showcase the various new formal wear looks of the brand available at prominent stores across the city.
By Sanjeev Kotnala
 By Pradyuman Maheshwari [updated]
By Anil Thakraney