Basics Life lays down 'The Men Commandments'

Men's apparel brand Basics Life has rolled out its second television campaign titled 'The Men Commandments', continuing with its tagline 'Shop Like a Man'.

The first of the series of films went on air on 10 April. The campaign will also comprise of radio spots, activation exercises, digital/social and viral engagement programmes. The TV media plan will target the South and West regions, where Basics Life stores are in high concentration.

The first film shows a party with a birthday boy opening his gifts. One of his male friends walks in with a gift. Much to the embarrassment of the recipient, it turns out to be underwear. The film ends with a voice over and super 'Thou shalt not buy undergarments for other men', the first of 'The Men Commandments'.

The other films in the series articulate following commandments: 'Thou shalt learn to make a decision', 'Thou shalt not share changing rooms with another man' and 'Thou shalt not shop out of depression'.

"We've been managing the brand for five years now, and it has grown in every way from the beginning of this relationship. We're quite excited about 'The Men Commandments'. At a time when gender behaviours are blurring amongst metrosexuals, here's a men's-only brand with a deep voice that's saying 'Shop Like a Man'," said Kartik Iyer, CEO and co-founder, Happy Creative Services.

Hanif Sattar, co-founder, Hasbro Clothing, said, "It's our second year on television. Last year's campaign gave us the initial reach we wanted. This year we take forward our brand idea of urging men to shop like men. 'The Men Commandments' is stage two of the core idea. We have produced four films for now, but the idea itself lends itself to many more. Basics Life is about cool, casual and contemporary men's fashion, and I think we have managed to capture that spirit well."

Credits

Brand: Basics Life

Client: Hanif Sattar,Suhail Sattar

Agency: Happy Creative Services

Chief executive officer and 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: Producer: Josef Pavleye

Director: Marika Majorova and Jonas Karasek (Gunpowder)