Hasbro plans Rs 15 cr marketing push

Chennai-based Hasbro Clothing, one of the largest clothing

and accessories manufacturing house swith successful brands like Basics 029, Genesis, Probase is planning to push up its marketing efforts. With over 90 EBOs and a presence in over 600 MBOs, Hasbro Clothing is looking at investing Rs 15 crores in brand building exercise by launching a nationwide television campaign to promote the newly launched online shopping portal, Basicslife. The campaign, ‘Shop like a Man’, conceptualised by Happy Creative, Bangalore communicates with the men of the world.

The TVC will be on air soon across 25 channels -- 12 national channels including movies, infotainment, music, and news genre and the rest will be regional channels of Tamil, Kerala, Karnataka, Andhra Pradesh and Maharashtra. Commenting on their marketing strategies for 2012, Hanif Sattar, Managing Director, Hasbro Clothing says they are looking at investing about Rs 15 crores this year in 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.”

Elaborating on the campaign, Kartik Iyer, Chief Executive Officer, Happy Creative explains that the central idea was to promote shopping for men like never before. They came up with the idea, ‘Shop like a Man’ based on the insight that online shopping could only have been invented by a man.