Basics Life urges men to shop like a man with the Men Commandments TVCs via Happy Bangalore
Basics Life, India’s largest menswear chain, and Happy Bangalore have rolled out a new campaign titled ‘The Men Commandments’ through a series of TVCs.
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 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 said, “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.”
Credits – Chief Executive Officer/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: Josef Pavleye. Directors: Marika Majorova, Jonas Karasek (Gunpowder).
1 Comment
This brand sounds like it probably has homophobic comments on their shirts. Dislike.