Black Swan Life wins creative duties for Domino's Pizza, Sri Lanka and Derby Clothing, Chennai

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | June 02, 2011
Both accounts will be handled out of the agency's Mumbai office.

Black Swan Life has won the creative mandate for two new businesses -- Domino's Pizza, Sri Lanka and the leading menswear brand in South India, Derby Clothing, Chennai. Both accounts will be handled from the agency's Mumbai office. There was no official pitch process involved for either account.

Black Swan Life will be responsible for the mainline creative duties for Domino's Pizza in Sri Lanka. In India, while Contract Advertising is responsible for the brand's ATL (above the line) and BTL (below the line) creative mandate, Black Swan Life handles its direct marketing mandate. For the brand's communication in Sri Lanka, however, this is the first time that a creative agency has been brought on board for the long term. Madison is the media agency on the account in India, and talks are on to extend the agency's duties to Sri Lanka, as well.

Sukumar Menon, founder, Black Swan Life, tells afaqs! that Domino's is very bullish on the Sri Lankan market. "The upcoming campaign will serve to re-launch the brand in Sri Lanka," he shares, adding that while initially, print, OOH (out of home), radio and BTL communication will form the media mix, TV may be used as a platform at a later stage, based on the response.

As far as advertising spends are concerned, afaqs! learns that the budget is yet to be finalised.

Interestingly, a part of the management for Domino's Pizza in Sri Lanka is also being handled out of Delhi.

The second account that Black Swan Life has won is Derby Clothing, a Chennai-based menswear brand that has a strong retail presence in South India. The creative mandate for the agency is to re-launch the brand and give it a new look and feel. Derby Clothing is slated to be repositioned as a 'denim brand'. Moreover, the brand, which until now had a strong presence only in the southern market, harbours plans to diversify and expand to the northern region as well.

"Focus will be on Mumbai, Delhi, and perhaps even international markets," informs Menon.

The advertising spends for Derby Clothing have been in the range of Rs 3.5-4 crore in the past. Since the brand now plans to go pan-India, this figure is slated to be doubled for the upcoming advertising campaign. The spokesperson at Derby Clothing shares with afaqs! that henceforth, the ad spends will be reduced in the south market, and will be channelled towards other markets across the country.

The upcoming communication plan for Derby Clothing will exploit offbeat media channels and will be digital-heavy.

For the past two years, the creative duties for the account have been handled by an in-house team, prior to which the mandate was with the Chennai-based creative agency, 1pointsize. The media agency for Derby Clothing is Associated Advertising.

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