Black Swan Life wins creative duties for men's innerwear brand, Crusoe

Crusoe, a men's innerwear brand, will be launched in January

Black Swan Life has won the creative mandate for Crusoe, an upcoming men's innerwear brand, in a multi agency pitch. Besides Black Swan Life, there were three other agencies involved in the pitch.

Crusoe, a brand from Coimbatore based Jagannath Textile Company, will be launched by the end of January 2010 in South India, parts of Maharashtra and West Bengal and will gradually move to the other parts of the country, says Ganga Rathna, general manager, operations, in a conversation with afaqs!.

"The excellent creative capabilities of Black Swan Life led us to hand the mandate to it," Rathna adds.

Sukumar Menon, founder, Black Swan Life, says, "We are excited about Crusoe because we are not just handling the advertising duties. We will also design its premium range of innerwear and the packaging, in-store design and create the web site."

"We have got into a space where we are recommending as well as designing the product - a step before advertising begins," he adds.

Ex-executive creative director at Leo Burnett, Menon started Black Swan Life early this year.

Namrata Desai, creative partner and Niharika Awal, creative consultant at Black Swan Life will lead the creative campaign.

The campaign will be mainly led by print and outdoor promotions. A television commercial is also in the offing.

Jagannath Textile Company has earmarked ad-spends of about Rs 4 crore for Crusoe for the upcoming calendar year, Rathna says.

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