Make way for the men. Basics Life goes National

06 Jun,2012

By A Correspondent


After having enjoyed great success in the men’s fashion segment inSouth Indiawith over 90 stores, Hasbro Clothing has decided to launch its Basics Life brand in a nationwide campaign to promote their newly launched online shopping portal,


Hasbro Clothing was founded by brothers, Hanif and Suhail Sattar in 1992. Their rebranded retail experience store, Basics Life, was launched in 2008 and in 4 years, it has spread across 90 exclusive outlets and has presence in over 600 multi-brand outlets across Indiaand the world, apart from being available on the lifestyle and fashion portals like myntra, Jabong and others. The brand houses clothing, footwear and accessories from their three private labels Basics 029, Genesis and Probase.


After their e-commerce store, opened, they feel the time is right to push for a national presence. “Our dream of being the one of a kind lifestyle retail fashion destination for men is finally showing signs of coming of age, the range in the store, and the store itself, was testimony to that fact, now the communication and the reach with this new creative will put us on the map,” said Hanif Sattar.


The campaign, ‘Shop like a Man’, speaks to and for the men, and has been conceived and created by Happy, Bangalore. The agency has been handling the account from 2008, right from creation of the Basics Life brand.


“The central idea was to promote shopping for men like never before. We latched onto the idea ‘Shop like a man’ (working out of the insight that online shopping could only have been invented by man),” said Kartik Iyer, Chief Executive Officer and creative lead on the project.


The campaign starts off with ‘The ‘Man’tra”, a signature anthem created specifically to celebrate all the basic things that make men, men. Kartik Iyer had himself penned the song in collaboration with Mikey McCleary. In addition to the TVCs, The ‘Man’tra will also be released as a standalone 3minute song supported by a 2 minute video on YouTube.


“The project has been brewing for a while now. So when we decided to create a song, the order of process was all very different. Not to mention loads of fun. But I must confess being true to mankind was truly a pleasure,” said Mr Iyer.


In addition, the campaign also comprises of spots, activation, digital/social and viral engagement programmes.


Campaign Credits

Brand: Basics Life

Client: Hanif Sattar, Suhail Sattar

Agency: Happy,Bangalore

CEO & ECD: Kartik Iyer

CCO: Praveen Das

Lyricis: Kartik Iyer / Mikey Mccleary

Copywriter – Athul C

Art Director – Viduthlai Raj M

Account Management:  Neelima K, Ajaykumar


Production House: Hello Robot

Producer: Kitisha Gaglani

Director: Barney Howells

Director of Photography: Edward Goldner

Music Director: Mikey McCleary

Art Director: Sid


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