Raymond looks for a new advertising partner after a decade long relationship with RK Swamy

MUMBAI: The Complete Man is looking for a new creative partner.


, the worsted suiting brand that has a 60 per cent share of the Indian market, has put its advertising account up for a pitch after a 10-year relationship with RK Swamy. The account, which is estimated to spend over Rs 35 crore, is known for its iconic advertising and the tagline — The Complete Man coined in by Nexus Equity in 1992.

Following that, the account moved to RK Swamy in 2002 and has been with the agency ever since. Mrinmoy Mukherjee, director — marketing, Raymond, says, “We have invited a select group of agencies along with the incumbent agency RK Swamy to make presentations. We haven’t really gone scouting for creative agencies in the recent past and we are doing this after a fair amount of time.”

Interestingly, RK Swamy lost the media part of the Raymond business to Madison Media in June, following a multi-agency media pitch. An RK Swamy spokesperson declined to comment and confirmed the agency is not participating in the ongoing pitch. Industry sources say that at least three agencies are in the fray, including Publicis Worldwide, Taproot and Grey India.

The pitch process began nearly a month ago, and a decision is expected in three to four weeks. While Mukherjee declined to reveal the future advertising and branding strategy, he said, “We wish to continue with ‘The Complete Man’ tagline as it has become an integral part of the brand Raymond.”

The Raymond brand started advertising in the 1950s, targeting the premium end of the market. However, the company shifted its focus to ordinary man, and in the 1980s legendary adman Frank Simoes created work that emphasised the ‘well-dressed Indian man’ strategy. It was in 1992, when the account moved to Nexus Equity and Rajiv Agarwal coined ‘The Complete Man’ tagline that Raymond got onto the advertising map.

After about a decade, the account moved to RK Swamy, which kept the brand on a similar track.

Indian entries receive metals at the Cannes Lions Festival

After kicking things off with a Grand Prix and a gold for TBWA, relatively few of India’s shortlisted entries yielded metal on day two of the Cannes Lio ns Festival.

Creativeland Asia and Grey nevertheless managed to ensure all shortlisted campaigns in Outdoor brought home metal. The agencies won bronze for their work on Mercedes Benz and Mahindra Rise, respectively. McCann Worldgroup bagged a Bronze for Harpic in Print & Publishing.

There’s still a lot to be optimistic about, keeping the spirits of the Indian team at the Cannes Lions festival buoyant and the cheer squad back home, enthused.

In Film Craft, India has six shortlists. These include the ‘A Salaam to Kalam’ created by J Walter Thompson to announce the Times Spark scholarship, an initiative by The Times of India. Three shortlists go to The Story of Kaveri for ReforestIndia.in created by Early Man Films. An ad for MP tourism by Ogilvy rounds out the list with two shortlists.

All four shortlisted entries in Industry Craft are for Mercedes Benz, created by Creativeland Asia.

In Brand Experience and Activation, DDB Mudra bags a couple of shortlists for Stayfree; and FCB India and Ogilvy get one each for The Times of India (Sindoor Khela), and for Vodafone.

India makes its debut in Entertainment Lions for Music, with DDB Mudra scoring two shortlists for Puma. McCann has bagged a couple of shortlists in the recently launched Creative Ecommerce category for Paytm.