Happy Creative Services India and menswear brand Basics release you’re the man campaign

Basics, the 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. The brand is currently present in 50 cities with over 120 exclusive brand outlets, along with a network of over 800 multi-brand outlets and large format outlets across the country. The Basics collection is also available online through its digital store at basicslife.com.

From the very beginning, Basics has been a brand that has evolved along with the Indian male, with its eclectic collections and quirky point of view. Previous campaigns positioned Basics as the go-to destination for menswear, with the message of ‘Shop like a man’. Over the years, Basics has expanded both its reach and core philosophy to embrace all men, whatever their passion, look or style.

Hanif Sattar, Director of Hasbro Clothing said, “Staying relevant to the times is becoming the most important aspect on all fronts of our business. Of which communication relevance is gaining most importance to convey all that the brand is doing to stay with the times and ahead of all its peers. 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 is supported by a print, outdoor and digital campaign, reflects Basics’ desire to be a 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 & co-founder of Happy Creative Services, “Its has been an exciting transformational journey for the basics brand. Happy is proud to have been instrumental with this journey for the last 6 years. 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 its 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.”

Credits –

Producer: Marc Bedsford