Top Story


Home >> Digital >> Article

Hasbro Clothing to invest Rs 15 cr in mktg

Font Size   16
Hasbro Clothing to invest Rs 15 cr in mktg

After the success of its men’s fashion segment in South India with over 90 stores, Hasbro Clothing Company is set to launch a nationwide television campaign to promote its newly launched online shopping portal, Basicslife.

The campaign, ‘Shop like a Man’, speaks to and for the men of the world. It has been conceived and created by Happy Creative, Bangalore. The agency has been handling the account from 2008 – right from creation of the Basics Life brand.

The TVC is set to on air by the end of this week across 25 channels out of which 12 will national channels from the movies, infotainment, music, news genre and the rest will be regional channels of Tamil Nadu, Kerala, Karnataka, Andra Pradesh and Maharashtra.

Commenting on the marketing strategies for 2012, Hanif Sattar, Managing Director, Hasbro Clothing said, “We are looking at investing about Rs 15 crore this year in our marketing activities. We come from a store retail background but now the new communication plan and the reach of the new creative will put our e-commerce business on the map nationally.”

The campaign starts off with 'The ‘Man’tra’, a signature anthem created specifically to celebrate all the basic things that make men, well…men. In addition to the TVC, ‘The Man’tra’ will also be released as a standalone three-minute song supported by a two-minute video on YouTube.

Commenting on the campaign details, Kartik Iyer, Chief Executive Officer, Happy Creative said, “The central idea was to promote shopping for men like never before. We latched onto the idea, ‘Shop like a Man’, working on the insight that online shopping could only have been invented by a man. The project has been brewing for a while now. Considering we decided to create a song, the order of process was very different, not to mention loads of fun.”

In four years, Basicslife retail stores have spread across 90 outlets. The brand has presence in over 600 multi-brand outlets across India and the world, apart from being available on the leading lifestyle and fashion portals such as Myntra and Jabong.

Watch 'The ‘Man’tra’ anthem…

Campaign credits

Brand: Basicslife
Agency: Happy, Bangalore
CEO and ECD: Kartik Iyer
Lyricist: Kartik Iyer, Mikey Mccleary
Copywriter: Athul C
Art Director: Viduthlai Raj M
Producer: Kitisha Gaglani
Director: Barney Howells
Music Director: Mikey McCleary
Art Director: Sid


Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India