MxMIndia

Tag: Basics Life

  • Happy's Design Cell shall focus on offering services in the space of identity creation / Branding / Packaging and some amount of retail / environment design

    Happy launches Design Cell

    By A Correspondent

     

    Bangalore based boutique agency Happy just announced the launch of its Design Cell. This comes post the announcement of their Mumbai operations in January earlier this year.

     

    “We have been offering design services to many from the day we started. We’ve also been fortunate to win a few awards for our work in Design. We took our time to build a body of work and crystallize on a strategic design process that is our own. The design cell shall work as an independent unit with its own business targets and talent pool. We see a huge opportunity in this space and are confident we can inject new energy and excitement in this space” said Kartik Iyer, CEO, Happy.

     

    Happy’s Design Cell shall focus on offering services in the space of identity creation / Branding / Packaging and some amount of retail / environment design. It will be led by Shilpa Colluru in Bangalore and Pallavi Nayak in Mumbai. While business development will driven from these two offices, the objective is to serve clients from across the country with the creative delivery happening out ofBangalore.

     

    “Having a specialized design cell only seemed like a natural progression for us as it allows us to do a lot more for our clients. It also makes more sense for companies and brands that have been newly formed and are preparing for a launch,” said Praveen Das, CCO, Happy.

     

    “Design is more than just making things look pretty. There is science behind effective design.India is at a stage where her people have begun to develop a strong aesthetic sense and appreciation for design. We believe that this will play a strong ancillary role in shaping the way Indian businesses look at branding and design as a key to drive growth,” added Mr Iyer.

     

    Happy’s work in design has been well noticed and appreciated in the past. The Lee Never wasted Bag went on to win many awards including a Cannes nomination. The Skinny jeans packaging they created for Lee also won a D&Ad nomination. Happy was also behind the new logo of online fashion retailer Myntra.com. The agency also created the logo and worked on the store experience of fashion retailer, Basics Life.

     

    Happy’s inner wear packaging design for fashion brand Basics 029 has also been appreciated and featured on most leading design websites in the world. Happy also recently won 2 bronzes in design at Goafest 2012 – one for direct mail and the other for environmental graphics.

     

  • After their e-commerce store, www.basicslife.com opened, Hanif and Suhail Sattar feel the time is right to push for a national presence

    Make way for the men. Basics Life goes National

    By A Correspondent

     

    After having enjoyed great success in the men’s fashion segment inSouth Indiawith over 90 stores, Hasbro Clothing has decided to launch its Basics Life brand in a nationwide campaign to promote their newly launched online shopping portal, Basicslife.com.

     

    Hasbro Clothing was founded by brothers, Hanif and Suhail Sattar in 1992. Their rebranded retail experience store, Basics Life, was launched in 2008 and in 4 years, it has spread across 90 exclusive outlets and has presence in over 600 multi-brand outlets across Indiaand the world, apart from being available on the lifestyle and fashion portals like myntra, Jabong and others. The brand houses clothing, footwear and accessories from their three private labels Basics 029, Genesis and Probase.

     

    After their e-commerce store, www.basicslife.com opened, they feel the time is right to push for a national presence. “Our dream of being the one of a kind lifestyle retail fashion destination for men is finally showing signs of coming of age, the range in the store, and the store itself, was testimony to that fact, now the communication and the reach with this new creative will put us on the map,” said Hanif Sattar.

     

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

     

    “The central idea was to promote shopping for men like never before. We latched onto the idea ‘Shop like a man’ (working out of the insight that online shopping could only have been invented by man),” said Kartik Iyer, Chief Executive Officer and creative lead on the project.

     

    The campaign starts off with ‘The ‘Man’tra”, a signature anthem created specifically to celebrate all the basic things that make men, men. Kartik Iyer had himself penned the song in collaboration with Mikey McCleary. In addition to the TVCs, The ‘Man’tra will also be released as a standalone 3minute song supported by a 2 minute video on YouTube.

     

    “The project has been brewing for a while now. So when we decided to create a song, the order of process was all very different. Not to mention loads of fun. But I must confess being true to mankind was truly a pleasure,” said Mr Iyer.

     

    In addition, the campaign also comprises of spots, activation, digital/social and viral engagement programmes.

     

    Campaign Credits

    Brand: Basics Life

    Client: Hanif Sattar, Suhail Sattar

    Agency: Happy,Bangalore

    CEO & ECD: Kartik Iyer

    CCO: Praveen Das

    Lyricis: Kartik Iyer / Mikey Mccleary

    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