'The Complete Man' is angry with Metro for taking away his shoes. As if that wasn't enough, the Rs 150-crore shoe company has gone a step further by having fun at his expense.
Its owner -- textile and apparel manufacturer, Raymond -- isn't amused and has slapped a notice on Metro Shoes for distorting its timeless ad campaign 'The Complete Man'.
Metro's print advertisement campaign shows a man in a suit without wearing shoes, and the tagline says 'The Incomplete Man'. The print campaign was released in a leading media publication.
The Advertising Standards Council of India has asked the Mumbai-based branded shoe retailer to respond against Raymond's objection.
In a letter written to the ASCI, a self-regulatory voluntary organisation of the advertising industry, Raymond said that the company has been using the tagline for several decades and it is inseparable from Brand Raymond.
Raymond has also raised objection about Metro associating 'The Incomplete Man' statement to 'Since 1947'. The company stated that Raymond logo features 'Since 1925' in all its brand communications.
When contacted Sohel Kamdar, vice president, Metro Shoes said, "Raymond has objected to a campaign featuring a man, but the company has issued other advertisements with women and a golfer as well."
He added that the campaign should not be offensive as Raymond is not a competitor.
Metro retails shoes, while Raymond is into textiles and apparel.
According to sources, the ASCI is expected to take up the matter for hearing in a couple of days. Kamdar said that Metro's advertising agency has responded to the objection.
Metro Shoes operates two footwear retail formats under the Metro and Mochi brands. Earlier this year investor Rakesh Jhunjhunwala had picked up 15 per cent stake in the premium footwear retailer.