Basics Life Urges Men to Shop Like A Man

Basics Life, India’s largest menswear chain, has rolled out their brand new campaign titled ‘The Men Commandments’ through a series of TVCs, first of which went on air on 10th April, with the remaining scheduled towards end of April. 

 

Headquartered in Chennai, Basics Life has a retail presence in over 100 exclusive stores and 600 multi-brand outlets, a buzzing online store at basicslife.com, while also being available on fashion e-commerce portals like Flipkart, Myntra and Jabong.

 

 

 

The new campaign, created by Happy, Bangalore, comes hot on the heels of last year’s ‘Shop Like a Man’, Basics Life’s first foray into TV advertising started with smaller edits of a music video created for online consumption titled the 'MAN'TRA which garnered close to 800,000 views on YouTube. Taking the same attitude and philosophy to a whole new level, ‘The Men Commandments’ attempts to throw light on the quirks of men’s shopping, and what they actually want from it; in true BasicsLife style.    

 

 

 

“We've been managing the brand for 5 years now, and it has grown in every way from the beginning of this relationship. We're quite excited about The Men Commandments. At a time when gender behaviours are blurring amongst metrosexuals, here’s a men's-only brand with a deep voice that’s saying ‘Shop Like a Man’ ", said Kartik Iyer, CEO and co-founder of Happy. 

 

The Men Commandments will be unfurled as a series, with each spot illustrating one commandment on how to shop like real men do, by poking subtle digs at the notorious shopping practices of the opposite gender. The agency hopes that this fresh take will find strong resonance with the urban male shopper.

 

Hanif Sattar, Co -Founder of Hasbro Clothing agree . “It’s our second year on Television. Last year's campaign gave us the initial reach we wanted. This year we take forward our brand idea of urging men to shop like men. ‘The Men Commandments’ is stage two of the core idea. We have produced 4 films for now, but the idea itself lends itself to many more. Basics Life is about cool, casual and contemporary men's fashion, and I think we have managed to capture that spirit well.”

 

Since the core idea of a set of commandments for men’s shopping is fertile enough to be expanded to many different media, the campaign will also comprise of radio spots, activation, digital/social and viral engagement programmes. The TV Media plan will be focused on southern and western channels where mainly Basics Life stores are in high concentration.

 

Credits

 

Brand: Basics Life 

Client: Hanif Sattar,Suhail Sattar

Agency: Happy

Chief Executive Officer and Executive Creative Director: Kartik Iyer

Chief creative officer: Praveen Das

Copywriter: Megha Ramesh

Art Directors: Sukumar N / Sevugan S

Account Planning:  Ravi Bhat

Account Management: Ajay A Kumar

 

 

Production house: Pavleye Production & Artist Management

Executive Producer: Producer: Josef Pavleye

Director: Marika Majorova and Jonas Karasek (Gunpowder)