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Basics Life urges men to ‘Shop Like A Man’

‘The Men Commandments’ television campaign, created by Happy Advertising of Bangalore, comprises a series of ad films aimed at the urban male shopper

BestMediaInfo Bureau | Delhi | April 23, 2013

Menswear chain Basics Life has rolled out its new campaign titled ‘The Men Commandments’ through a series of TVCs, the first of which went on air on April 10, 2013. The remaining ad films are scheduled towards the end of this month.

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

The new campaign, created by Happy, Bangalore, comes 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 'Mantra’ which garnered close to 800,000 views on YouTube. Taking the same philosophy to a new level, ‘The Men Commandments’ ad films attempt to throw light on the quirks of men’s shopping, and what they actually want from it – in true Basics Life style.

“We've been managing the brand for five 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 campaign is being unveiled 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, commented, “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 four 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 radio spots, activation, digital/social and viral engagement programmes. The TV media plan will be focused on southern and western channels where Basics Life stores are in high concentration.

The TVCs:






Brand: Basics Life Client Team: Hanif Sattar, Suhail Sattar Agency: Happy CEO & 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 Producer: Josef Pavleye Director: Marika Majorova and Jonas Karasek (Gunpowder)

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