Abstract

The caselet focuses on the Raymond Group’s marketing communication initiatives to promote its worsted suiting brand. Raymond was the first company in the textile industry to shift focus from the product to an individual’s personality with the ‘The Complete Man’ advertising campaign. The caselet elaborates on the rationale that made Raymond promote its premium suiting with the same theme (of highlighting the softer side of the Indian male) over the years. The caselet also contrasts the communications strategy adopted by the company to promote other well-known readymade brands like Park Avenue and Parx.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand management strategies for apparel brands in India
• Emotional Appeal in Apparel Advertising
• and Aligning advertising appeal to suit changing consumer aspirations.

Keywords

The Complete Man', Ogilvy & Mather, Raymond’s, Worsted suiting, Enterprise Nexus, Apparel advertising, Emotional appeal, Men’s wear, Park Avenue, Parx, RK Swamy BBDO, Ambience D'Arcy and Manzoni