Indian clothing big player BASICS LIFE recites the new ‘Men Commandments’ to the Indian man in a TV commercial. GoSee presents four of their new commandments.
Two brothers, Hanif Sattar and Suhail Sattar, begin their dream on the streets of Chennai in 1992. Their goal was to build up an imperium with what they could do best: design menswear. Today, two decades later, their dream has come true and there is still more to come.
Basics Life is sold in over 100 exclusive stores and is stocked by over 600 multi brand outlets, it can also be ordered through their very own online store, as well as fashion e-commerce portals such as Flipkart, Myntra and Jabong. Their current 'The Men Commandments' campaign illuminates the shopping behaviour of men and gives them a couple of useful and less useful words of advice.
Kartik Iyer, CEO and Co-Founder of supervising adverting agency Happy Creative Services comments, ‘we've been managing the brand for 5 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”’.
‘The Men Commandments’ functions as a mini series with a commandment featured in each spot to encourage the urban male consumer to hit his nearest Basics Life store or outlet.
Hanif Sattar, Co-Founder of Hasbro Clothing adds, ‘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 4 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.’
GoSee Member PAVLEYE produced the full commercial spots in Prague, including all dubbing and also represents director team GUNPOWDER.