It was research that indicated that men did not really aspire to be muscle-rippling superstuds.  He-men were dumped  Social trends indicated that the upper-end Indian male had indeed evolved, or aspired to evolve. Even Hindi cinema had veered away from bash-em-up films to romantic and family dramas. So Raymond took the bold step of translating this into an advertising strategy. Accordingly, the Raymond’s man was developed : And born thus was the exonerated image of the COMPLETE MAN

 ‘We wanted a real man, a 3-D flesh and blood figure, the kind of man who is our target audience. Someone who doesn’t see himself with Rambo’s body and a James Bond style. The focus is on emotions, sense of humour and sensitivity rather than just brawn.’ - Rajiv Agarwal, CEO, Enterprise Nexus.

THE CARING AND GENTLE HUSBAND

THE DOTING FATHER

THE RESPECTFUL , KIND, AFFECTIONATE AND LOVING SON

THE PERFECT SON-IN-LAW

WHY AND WHAT DO WE SEEK TO CHANGE? Thus we can see how Raymond builds this image of the “Complete Man” which finds expression vis-à-vis the familial roles he plays. Even though the ads go against the ‘macho’, ‘alpha male’ portrayal, the complete-ness of a man is defined within the boundaries of the family. It is as though a certain set of roles are laid down before him, and he merely plays them out. Sometimes it even feels as though this complete-ness a.k.a manliness only gets realised when the he fulfils what is expected of him. His manliness is already defined for him. It again becomes an ideal type- sometimes more than that- a stereotype-which he has to fit into or in other words, live up to.

Wanting to break out of this defined box of manliness- Raymond introduces its summer Wallace and Wallace collection designed to redefine completely what it actually means to be ‘The Complete Man’. W & W PERSONALISED STYLES | CUSTOM FITS | IMPECCABLE FINISH | EXPERT ADVISORY

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