From Common Man to an Elegant Man

The two full-page advertisements for Raymond, published on the same day in "The Times of India" and "Dainik Bhaskar," offer a compelling case study in targeted advertising. While both ads celebrate Raymond's 100th anniversary, they are distinctively tailored to their respective audiences, demonstrating a sophisticated understanding of media strategy and consumer psychology.

 

"The Times of India" Advertisement

 

This advertisement, published in a leading English-language newspaper, features a black-and-white caricature of an elderly man with a prominent nose, initially dressed in a simple checkered kurta and dhoti. He is shown looking into a mirror where his reflection is a younger, well-dressed version of himself in a suit. And yes, it’s RK Laxman’s common man mirroring and elegant one. The tagline reads, "Dressing up the common man since 1925." This is followed by "Proudly weaving the nation together for 100 years. Raymond - Atmanirbhar Bharat ki pehchaan."

 

The choice of a cartoon serves several purposes. It immediately captures attention with its visual novelty, differentiating itself from the standard photographic ads. The "common man" caricature is a widely recognized archetype in Indian media, often associated with political cartoons and social commentary. This resonates with the socio-politically aware readership of an English daily, suggesting that Raymond has been an integral part of India's journey from independence to modernity, clothing not just the elite but "everyman." The reference to "Atmanirbhar Bharat" (self-reliant India) connects the brand with a current nationalistic sentiment, appealing to a progressive, forward-thinking demographic that is often politically engaged.

 

"Dainik Bhaskar" Advertisement

 

In contrast, the advertisement in "Dainik Bhaskar," a prominent Hindi daily, features a full-color, high-resolution photograph. The image depicts a well-groomed elderly man with a beard, a younger man, and a young boy, all dressed in elegant blue Raymond suits, standing together as a family. The headline in Hindi translates to "Proudly Indian, a century of glory," with body copy that reads, "For 100 years, we have been providing the best clothes for the men of our country." The bottom text echoes the "Atmanirbhar Bharat ki pehchaan" tagline and adds, "It is our pride to build a national asset in the service of India."

 

This ad employs a more traditional and emotionally resonant approach. The visual of three generations of men in a family setting is a powerful symbol of legacy, trust, and tradition—values that are deeply ingrained in Indian culture. This family-centric imagery speaks directly to the core demographic of a Hindi newspaper, which often has a more traditional and family-oriented readership. The use of a photograph instead of a cartoon adds a layer of realism and aspiration, positioning Raymond not just as a clothing brand but as a symbol of familial pride and generational continuity. The ad's language is emotionally charged, focusing on "pride" and "glory," which is more likely to create a strong emotional connection with this audience.

 

Advertising Principles at Play

 

This dual advertising strategy is a masterful application of several key principles of advertising:

 

1.  Audience Segmentation: The core principle at play is audience segmentation. Raymond recognizes that readers of an English daily and a Hindi daily are not the same. They have different demographic profiles, psychographics, and cultural values. By creating two distinct ads, Raymond effectively targets each group with a message that is most likely to resonate.

 

2.  AIDA Model (Attention, Interest, Desire, Action): Both ads follow the AIDA model, but through different means. The "Times of India" ad grabs Attention with its unique cartoon and clever concept, creating Interest with its socio-political commentary, fostering Desire to be part of this brand narrative, and encouraging a potential Action of purchase. The "Dainik Bhaskar" ad, on the other hand, captures Attention with its warm, aspirational family photo, generates Interest through emotional connection, builds Desire by associating the brand with family values and tradition, and prompts Action through this emotional appeal.

 

3.  Media Planning and Placement: The strategic placement of different creative content in different newspapers on the same day maximizes the campaign's reach and impact. Instead of a one-size-fits-all approach, Raymond has chosen to tailor its message to the specific medium, ensuring that each ad is seen by its intended audience in a context that makes the message more relevant and persuasive. This is a highly effective way to increase brand recall and preference across a diverse market.

 

Overall, both the advertisements check the boxes for different ways of pursuing the readership aspects by filtering the design elements in a way that resonates with the target audience.

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