Black Swan Life takes Unitek Borri under its wings

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | June 24, 2009
The six-month old agency wins the creative duties for the UPS manufacturer

Unitek Power Solutions has appointed Black Swan Life as its creative partner. The size of the business is estimated to be Rs 5 crore. There was no pitch involved.

Unitek is a UPS provider to various categories, including large companies such as ONGC and BPCL and mid-level organisations such as schools and hospitals. It also provides power solutions to rural areas, where power supply is an issue.

Prior to this appointment, Unitek's creative duties were handled by JWT, Chennai.

John Zachariah, chief executive officer, Unitek tells afaqs!, "We were looking for a creative partner who could concentrate better and spend time in building the brand."

Unitek has been part of the UPS fraternity since 1982, manufacturing emergency lights and burglar alarms. This year, Borri, a European company that manufactures UPS, made a 10 per cent investment in the Kerala-based company. The company is now known as Unitek Borri in the Asian region.

Black Swan Life is the full service creative agency started by ex-Leo Burnett adman, Sukumar Menon. The agency is about six months old and has worked on a couple of brands, one of which is an NGO called National Domestic Workers Movement (NDWM).

The campaign for Unitek will be largely print-based, which includes national and regional dailies.

Menon shares that the agency is presently working on a brand building campaign. Workshops and events are also part of the media mix. "We will assess whether or not we would use the electronic media," says Zachariah.

The power solutions company has a presence in about 14 states in the country.

© 2009 afaqs!