- Raymond was incorporated in 1925 as a leading woolen textile business in India and launched its woolen worsted suiting range in 1957, which became its flagship product. - Its "Complete Man" advertising campaign in the early 2000s focused on portraying an aspiring male wearing the brand and creating emotional connections, which gave it a competitive advantage. - However, some feel the campaign lost its effectiveness over time as it seemed to shift away from emotions and explore similar themes as competitors.