afaqs!

Innerwear brand Crusoe looks for creative partner

By Biprorshee Das , afaqs!, Mumbai | In Advertising | August 04, 2010
After its launch earlier this year and a campaign led by print, Crusoe is looking to take its communication to the next level with a 360 degree effort; Black Swan Life is the incumbent agency

Crusoe, the men's innerwear brand, which was launched around five months ago, is planning to extend its communication to a 360 degree campaign. The brand is scouting for creative partners.

& #BANNER1 & #Earlier, Crusoe brought Black Swan Life on board for a period of five months. The campaign designed by the agency was led by print and outdoor promotions, with a television commercial, too, in the pipeline.

Besides handling the advertising duties, Black Swan Life designed the brand's range of innerwear, its packaging, in-store design and also created its website.

A source close to the development says that Crusoe, which was launched in South India and in pockets of Maharashtra and West Bengal, is now looking at a pan-India presence and hence is looking at stepping up its advertising aggressively.

The fact that the creative mandate goes beyond mere designing a campaign and actually into further intricacies of the brand and the product is being seen as a rarity in the category and the chosen agency will continue the work beyond the benchmark already set, says the source.

Crusoe, a brand from Coimbatore based Jagannath Textile Company, positions itself to be in the 'adventure' space, targeting primarily the younger audience in the premium segment.

In an earlier conversation with afaqs!, Jagannath Textile Company had revealed that it had earmarked Rs 4 crore as advertising spends for the calendar year. The current estimated size of the account could not be ascertained.

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