Brief: Basics Life is India’s largest menswear chain, with retail presence in over 100 exclusive stores and 600 multi-brand outlets, while also being available on their own online store basicslife.com. The store caters to all of men’s fashion needs including accessories and footwear.
The objective was to carry forward the success of their 2012 campaign – “shop like a man”.
Creative Solution: In order to take the same attitude and philosophy of last year’s ‘MAN’TRA’ (an anthem for men) to the next level, we created ‘The Men Commandments’.
With light-hearted digs at the notorious shopping practices of the opposite sex, each commandment illustrates how manly men should be shopping.
Credits
Brand: Basics Life Client: Hanif Sattar & Suhail Sattar
Agency: Happy, Bangalore
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)
Raj Khatri is a Digital Artist and Art Director at Marching Ants, Mumbai. Few words about you in third person… Learner, explorer, curiously curious, tech geek, movie fanatic, rockaholic, collector, foodie, optimistic and workaholic…
Why are you an illustrator?
Because I would suck at everything else, period!
Eddie Vedder couldn’t be a chef, Spielberg cant spin a ball, Marty Friedman won’t kill it with a camera as he does with those riffs. I guess we all are born to be a king at something and jack at everything else. I guess this is my path to the throne
Did you attend school for fine art or design or Communications?
Nope… I used to be a science student. In my second term of SYBSC. I realised I am just wasting my time in all these ‘education’. It was time to star my real ‘studies’. Hence i left my college. And took up designing seriously. And started practicing 10-15 hrs a day. Learning the softwares and tools at arena multimedia. With tutorials on my floppy drive. And vague ideas on my mind. I went on to create some really horrendous crap. But It cleared a lot of cloud off my head about the basics of digital art, Photoshop and designing in general, and also made me realize good work from bad and take notice of smallest nuances in an artwork which makes it stand out. Continue reading »
Revati Gangal grew up in Mumbai and earned her Master’s in Fine Arts (specialising in portraiture) from the prestigious Sir J.J. School of Art. She currently lives in Bengaluru after spending a few years in Dubai. Besides India, her paintings have been displayed at art galleries across the world’s major cities including Paris, London, Brussels, Dubai, Muscat, Doha and Manama. In the past, Revati has also worked as a set/graphic designer and has been a lecturer of visual art at the SNDT Women’s University, Mumbai.
“My paintings are based on my daily experiences; I seek to interpret the human and objective form through the emotional and visual ‘patterns’ associated with it. The inspiration to paint is triggered by visual patterns, unique compositions and/or by interesting narratives of thought. I find the various colour transformations and the play of visual permutations of patterns quite interesting,” Revati says.
Why are you a Painter?
Right from my childhood I realized that I loved to express my mind and heart only through one medium that was painting. Ever since then I channelized my journey to be a professional in it. The passion that drives me to paint has not been affected or deviated at any point of time since then. Hence I cannot see myself doing anything else besides painting.
Why are you a photographer?
Because I think that is the only thing I am good at.
Do you remember any decisive moment when you felt ‘I want to be a photographer’?
Not really, But few things I had In my mind very clear when I started thinking about What I want to do in Life & for my Living,
Rather sitting at one place for the whole day it’s better to explore world around you.
According to me, observing things is much better then to read, write or listen in LIFE.
Work when you want to, not like you have to.
