Advertising Agency: Happy, Bangalore, India
Chief Executive Officer: Kartik Iyer
Chief Creative Officer: Praveen Das
COO: Siddartha Roy
Creative Director: Naren Kaushik
Art Director / Illustrator: Aswin Sridhar
Copywriter: Megha Ramesh
Account Management: Ajay Kumar, Pallavi Nayak
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Brief: Basics Life is India’s largest menswear chain, with retail presence in over 100 exclusive stores and 600 multi-brand outlets, while also being available on their own online store basicslife.com. The store caters to all of men’s fashion needs including accessories and footwear.
The objective was to carry forward the success of their 2012 campaign – “shop like a man”.
Creative Solution: In order to take the same attitude and philosophy of last year’s ‘MAN’TRA’ (an anthem for men) to the next level, we created ‘The Men Commandments’.
With light-hearted digs at the notorious shopping practices of the opposite sex, each commandment illustrates how manly men should be shopping.
Credits
Brand: Basics Life
Client: Hanif Sattar & Suhail Sattar
Agency: Happy, Bangalore
Chief Executive Officer/Executive Creative Director: Kartik Iyer
Chief Creative Officer: Praveen Das
Copywriter: Megha Ramesh
Art Directors: Sukumar N, Sevugan S
Account Planning: Ravi Bhat
Account Management: Ajay A Kumar
Production House: Pavleye Production & Artist Management
Executive Producer: Josef Pavleye
Directors: Marika Majorova, Jonas Karasek (Gunpowder)
“Depression”
“Social Diva”
“Trial Room”
“The Gift”
The post Basics India : The Men Commandments by Happy Bangalore appeared first on desicreative.
Client Name: Basics Life
Ad name: Probase ‘Machos’ boxers packaging
Agency : Happy Creative Services India Pvt. Ltd.
Agency location : Bangalore, India
Chief Executive Officer: Kartik Iyer
Chief Creative Officer: Praveen Das
Designer: Viduthalai Raj M
Art Director: Viduthalai Raj M
Copywriter: Athul Chathukutty
Illustrator: Vinayachandran T
Studio Head: Ramakrishna R
Account Executives: Vigya Atri, Ajay Kumar A
Account Supervisor: Neelima Kariappa
Probase, the hi-fashion streetwear brand from Basics Life, was launching their new range of light and comfortable cotton boxers for men. Continuing the brand tradition of breaking the retail industry clichés, Basics Life wanted a catchy, innovative packaging for the same. And we were only too glad to oblige.
To highlight the lightweight, airy nature of the boxers, we designed the pack to mimic the only other product that sold thin air – the potato chips packet. Quirkily and aptly named Machos, the package combined characteristic Probase wit and bold aesthetics to delectable effect.
The design proved to be a rip-roaring success at the stores, with the customers loving the irreverent humour and handy convenience. With over 2000 units sold in just 4 months since release, Machos ended up being one of the season’s bestsellers from the Basics Life stable, a lot like hot chips.
The post Probase Machos Boxers packaging by Happy Creative appeared first on desicreative.
PROBLEM:
Lingerie brand amanté has enjoyed considerable success since their launch in India 4 years ago. Keen on taking the brand to leadership status in the country, amanté wanted a campaign that would educate women on the importance of wearing the right bra. As inner wear is still considered a delicate subject in India, communication had to be bold yet relatable.
CREATIVE SOLUTION:
Working out of a common yet lesser-known statistic that 8 out of 10 women are wearing the wrong sized bra we conceptualized a campaign that urged women to come to terms with this fact and BREAK UP WITH THE WRONG BRA.
In order to stand out from conventional innerwear advertising, we decided to showcase real women talking about relatable bra problems. Print, outdoor, activations and digital banners lead women to a microsite (www.breakupwiththewrongbra.com) loaded with information, encouraging them to evaluate their current lingerie choice.
CREDITS
Client: amanté Lingerie
Creative agency: Happy
Chief executive officer: Kartik Iyer
Chief creative officer: Praveen Das
Chief operating officer: Siddartha Roy
Strategy: Ravi Bhat
Client servicing: Shweta Goud
Art director: Aswin Sridhar
Copywriter: Megha Ramesh
Photographer: Suresh Natrajan
Brief:
Planet Kids, Bangalore’s leading playschool chain wanted an invite to announce their Annual Day celebrations. This invite would be given to students and their parents. The objective was to create excitement around the event and get their kids buzzing.
Solution:
So we decided to create something out-of-the-ordinary, something that would engage their students and get them to transfer the buzz onto their parents. And voila, the ‘hand puppet’ invite was born!
Result:
The invite soon became the children’s new, favourite toy and kept them entertained long after the event.
Advertising Agency: Happy, Bangalore, India
CEO & Executive Creative Director : Kartik Iyer
Chief Creative Officer : Praveen Das
Creative Director: Carl Savio
Illustrator: Nalisha Chouraria
Copywriter: Megha Ramesh
Art Director: Shatrughan R
Account Executive: Ajay Kumar
Case Video:
Brief: Planet Kids, Bangalore’s leading playschool chain wanted an invite to announce their Annual Day celebrations. This invite would be given to students and their parents. The objective was to create excitement around the event and get their kids buzzing. Oh, and of course the invite had to be cost-effective.
Solution: So we decided to create something out-of-the-ordinary, something that would engage their students and get them to transfer the buzz onto their parents. And voila, the ‘hand puppet’ invite was born out of a mere sheet of A4 sized paper. We then went on to create five unique characters so as to encourage greater curiosity, creativity and playfulness among our tiny TG.
Advertising Agency: Happy, Bangalore, India
Executive Creative Director: Kartik Iyer
Chief Creative Officer: Praveen Das
Creative Director: Carl Savio
Illustrator: Nalisha Chouraria
Art Director: Shatrughan R
Copywriter: Megha Ramesh
Agency: Think Happy
Executive Creative Director : Kartik Iyer
Chief Creative Officer : Praveen Das
Designer : Viduthalai Raj M
Art Director : Viduthalai Raj M
Copywriter : Athul Chathukutty
Studio Head : Ramakrishna R
Account Supervisor : Neelima Kariappa
Account Executive : Vigya Atri
Brief:
Basics 029, the menswear brand were launching their own brand of fashion briefs. And for this, they wanted to create a stand out packaging that was different from the mundane packs that innerwear usually come in, and one that broke the usual pattern in the retail industry.
Solution:
Briefs play a significant part in a man’s attire, as it covers one of the most vital and delicate organs on his body. And yet, the importance of good underwear is universally ignored. To highlight this fact, we went for a quirky analogy comparing the male anatomy to something that is equally fragile: eggs. Combining this with trademark Basics 029 wit, we created a packaging that gave the men something more than the conventional square boxes usually seen in their category.
Result:
The design proved to be a real winner. The arrival of a new product in a clutter-breaking package was met with real excitement at the stores, and the humour became an instant hit with the men it was aimed at. In the first 3 days of launch, 600 units were sold, an unusually high figure for the category and the highest of any product from the Basics 029 stable. 4 months since, the briefs continue to fly off the shelves.
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