Do you remember the “The Complete man”? In the 90's, Raymond, India's largest branded fabric and fashion retailers, brought out its groundbreaking ad campaign which told the story of a caring family man; he was sometimes portrayed as a caring father, at other times a loving husband or a true friend who always looked stunning in a well-ironed Raymond suit. Even after two decades, Raymond continues to live on in our hearts.
In 2003, Hutchison, a multinational telecommunications company, reflected on various strategies to make its mark in the crowded telecom market. It had to communicate to its customer about its brand proposition and make a promise. And this is what they did…
Great story telling is all about getting people to trust in your brand through your brand story. It is an art in itself with soft guidelines but no hard and fast rules.