Debrief: Raymond’s boring celebration

26 Jul,2012

By Anil Thakraney

 

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.

 

[youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=Jf5R_fIyZb0[/youtube]

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.

 

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