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The 'Man'Tra' Comes To Life

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New work from Happy, Bangalore for Indian menswear chain

The 'Man'Tra' Comes To Life

 

 
Basics life is a menswear fashion retail chain with more than 90 stores across south of India. This year they decided to launch their e-commerce portal to make themselves available to all parts of the country. The objective was to create communication for people who had never heard of the brand and also somehow make it work for the current customers of the brand. In the communication had to work for the website and the stores.
 
The central idea was to promote shopping for men like never before. We latched onto the idea ‘Shop like a man’ (working out of the insight that online shopping could only have been invented by man). We started by creating an actual 3 minute song called by the ‘Man’tra – a celebration of all things male. To take the idea further we created a 2 minute music video to be propagated on youtube and social media. The campaign is further supported by 2 TV commercials that are subsets of the main music video to be run on air. The 360°campaign also comprises of radio spots from the main song, activation, digital/social and viral engagement programs. 

http://www.youtube.com/watch?v=9xPyYQzEN04
(it has just crossed a 100,000 views on youtube in 7 days)
 
Credits
Brand: Basics Life
Client: Hanif Sattar, Suhail Sattar
Agency: Happy, Bangalore
CEO & ECD: Kartik Iyer
CCO: Praveen Das
Lyricis: Kartik Iyer / Mikey Mccleary
Copywriter – Athul C
Art Director – Viduthlai Raj M
Account Planning: Ravi Bhat
Account Management:  Neelima K, Ajaykumar
Production House: Hello Robot
Producer: Kitisha Gaglani
Director: Barney Howells
Director of Photography: Edward Goldner
Music Director: Mikey McCleary
Art Director: Sid
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Genres: People

Categories: Clothing and Fashion, Day Wear

lbbonline.com, Wed, 13 Jun 2012 09:32:50 GMT