MAM
Raymond Lifestyle unveils ‘Homecoming’ in ‘The Complete Man’ series
New ad film celebrates modern fatherhood with emotional presence, rolls out on OTT, cinemas and OOH.
MUMBAI: Raymond just reminded every dad that the real suit of armour isn’t wool, it’s choosing family over the next email ping. Raymond Lifestyle has launched the latest chapter in its iconic “The Complete Man” campaign with a heartfelt ad film titled “Homecoming”, spotlighting the shift from the always-busy provider to an emotionally present, empathetic father. The creative captures a man returning home after a long day, still tethered to work, but making one decisive choice: he disconnects, steps away from his phone, and dives wholeheartedly into his children’s game spreading warmth and cheer that money can’t buy.
The film gently reframes modern masculinity, showing that true completeness lies not just in professional success but in knowing when to pause and for whom. It taps into the quiet luxury of time in an era of endless notifications and shrinking attention spans.
The campaign debuts during the final 10 matches of the T20 World Cup on JioHotstar, capturing peak national viewership, before transitioning to a massive theatrical rollout across 1,300 plus cinema screens nationwide. The push is timed with anticipated blockbuster releases Toxic (19 March) and Dhurandhar 2 (8 March), supported by high-frequency digital CTV ads and close to 100 outdoor sites for sustained visibility.
Raymond Lifestyle Ltd, CEO Satyaki Ghosh said, “In India, the notion of being a man is undergoing a profound shift and ‘The Complete Man’ campaigns have always held a mirror to the changing norms within society. Our latest ad film is an ode to simple gestures that showcase the affectionate dimension of his personality.”
In a world racing against notifications, Raymond’s latest creative quietly asks, when the day ends, who really wins the inbox or the people waiting at home? With warmth, humour and emotional precision, “Homecoming” answers that question in a way that lingers long after the credits roll.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
