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.
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)