Hasbro Clothing to invest Rs 15 cr in mktg

The company to roll a national TVC to promote Basicslife, its newly launched online shopping portal. Happy Creative is the creative agency

e4m by Priyanka Nair
Updated: Jun 7, 2012 12:54 AM
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 go on air by the end of this week across 25 channels out of which 12 will be national channels from the movie, infotainment, music, news genre and the rest will be regional channels of Tamil Nadu, Kerala, Karnataka, Andhra 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

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