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.