Created by Happy Creative Services, the campaign for the Chennai-based menswear brand spans across print, outdoor and digital media
BestMediaInfo Bureau | Mumbai | March 11, 2015
Basics, a Chennai-based menswear brand, has launched its new nationwide brand campaign titled ‘You’re the man’. Created by Happy Creative Services, the new campaign celebrates men of all kinds and all the unique things that make them who they are.
In 2009, the house of Hasbro launched the ‘Shop Like a Man’ campaign to signify the launch of its retail brand Basics Life. The new campaign is part of an effort to consolidate these categories under one main brand – Basics.
Speaking about the brand alignment, Hanif Sattar, Director, Hasbro Clothing, said, “Staying relevant to the times is becoming the most important aspect on all fronts of our business. Aligning ‘Product’, ‘Perception’, ‘Presentation’ and communication strategy is most crucial, and any collective gaps in these parameters will only offset the good work done individually by all of them.”
The new campaign, which spans across print, outdoor and digital campaign, reflects Basics’ desire to be an inclusive fashion brand that takes an unconventional approach to men’s fashion in the country. Instead of promoting unrealistic stereotypes and a very narrow view of what men can be, the campaign showcases different kinds of men, each one uniquely apart from the next, in a striking and memorable fashion.
According to Kartik Iyer, CEO and Co-founder, Happy Creative Services, “At a time when the roles between men and women are getting blurred each day, we found that the quintessential definition of a man doesn’t hold true in this day and age. Who is to say what kind of man represents our kind. It takes all types and it’s the perfect time to celebrate all of them. No matter who you are, as long as you are comfortable being who you are, Basics believes – You’re the man.”
The print ads:
Agency: Happy Creative Services
Chief Executive Officer: Kartik Iyer
Chief Creative Officer: Praveen Das
Chief Operating Officer: Siddhartha Roy
Creative Director: George Abraham
Copywriter: Ben Samuel
Art Director: Sabu CV
Account Planning: Ravi Bhat
Senior Account Manager: Keshav PN
Production House: Cool Banana
Photographer: Justin Polkey
Producer: Marc Bedsford