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