The Incomplete Man: Raymond readies for war

The Advertising Standards Council of India has rejected Raymond's complaint against Metro Shoes for distorting the former's popular ad campaign. However, Raymond hinted that it might challenge ASCI on the issue.

A Raymond spokesperson said, "It's a violation and we will take appropriate action." However, she declined to comment whether the company would take legal recourse against Metro Shoes. "We are yet to receive any communication from ASCI," she added.

Mukesh Gupta, chairman and managing director, iB&W Communications (Metro's ad agency), said, "Raymond's complaint does not have a legal standing as the logo – The Complete Man – is neither a trademark nor registered."

Defending Metro's ad campaign, he said that in general perception, a well-dressed person without shoes was considered an incomplete man.

Raymond, the Singhania family-controlled textile and apparel manufacturer, had slapped a notice against the city-based footwear retailer for showing a man wearing suit with a tagline – The Incomplete Man. In a letter written to ASCI, Raymond had pointed out that the company has been using the tagline for several decades and it is inseparable from its brand.

Raymond had also raised objection against the Metro campaign which uses a statement, saying the brand has been in existence 'Since 1947'. Raymond found it was a mockery of its statement which comes along with The Complete Man tagline 'Since 1925'.

However, ASCI heard the case and did not uphold Raymond's objection to the advertisement campaign.

Sohel Kamdar, vice-president, Metro Shoes, said that the campaign was not offensive as Raymond is not a competitor. He said that the company has released other ads featuring women and golfers as well.