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MUMBAI: R K Swamy BBDO has launched a new television commercial for Raymond to reinforce the core associations of the brand and ‘The Complete Man‘ property.
The spot is themed ‘Foreign Posting‘ and attempts to explore the relationship in the life of ‘The Complete Man‘ - that with his mother.
The film aims to capture the emotions around a moment of success for the young man and the joy and concerns that simultaneously flash through the mothers mind, as she absorbs the news.
This culminates in a state of total relief and happiness as she discovers the surprise her son has in mind for her. The film opens with a young man looking for his mother as he enters their house. He finds her watering the plants in their garden.
The man breaks into a jig flashing a letter at his mother. She grabs it from his hand and quickly reads what turns out to be an appointment letter for her son. She is absolutely delighted for him till she realises that it is from a firm in Singapore.
Understanding the concerns in his mother‘s mind, he hands over passports and air tickets to her. When she opens one of the passports, she is pleasantly surprised to find her own passport and the ticket for her too. She is extremely touched and overwhelmed by her son‘s thoughtfulness and loving gesture.
Says R K Swamy BBDO COO Shailen Sohoni, "Sometimes a moment of success may accompanied by an undercurrent of sadness. In this case that of a son having to move overseas. The son, sensitive to his mother‘s emotion chooses to take her with him. This is what makes him a complete man. One who looks good and does good."
Media Direction looks after the media buying and planning for Raymond.
