The ‘Man’tra comes to life across India
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.
The central idea was to promote shopping for men like never before. Happy Creative Services Bangalore latched onto the idea ‘Shop like a man’ (working out of the insight that online shopping could only have been invented by man). They started by creating an actual song called the ‘Man’tra – a celebration of all things male. To take the idea further they created a 2 minute music video to be propagated on youtube and social media. The campaign is supported by 2 TV commercials that are subsets of the main music video. The 360°campaign also comprises radio spots from the main song, activation, digital/social and viral engagement programs.
Credits – Chief Executive Officer/Executive Creative Director: Kartik Iyer. Chief Creative Officer: Praveen Das. Lyricis: Kartik Iyer, Mikey Mccleary. Strategic Planning: Ravi Bhat. Copywriter: Athul C. Art Director: Viduthlai Raj M. 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.