Creative agency Black Swan Life has won the two new businesses - Jamba Juice, international restaurant chain, and C'nergy, a ready-to-eat cereal brand (targeted at children and teenagers) from Hindustan Foods. Both accounts will be handled by the agency's Mumbai office. There was no official pitch process for either account.
For both products, the agency will be responsible for defining the brand strategy and designing the launch campaign.
Sukumar Menon, founder, Black Swan Life, says, "Black Swan Life is a product of referral marketing. We have always got new business because someone from our old business referred us to someone. And that's a good way to move forward," when asked about the absence of a pitch process.
Jose Mathew, president, marketing and business development, C'nergy, says, "For any market, brand building is a critical aspect. Team Black Swan Life has proved its mettle in building some excellent brands in the past. Their creative abilities are a bonus."
Founded in 1990, Jamba Juice Company is headquartered in Emeryville, California. It is a restaurant retailer that offers specialty beverage and food offerings. As of October 1, 2013, there were 849 Jamba Juice stores located across countries including the US, South Korea, Canada, and Mexico, among few others.
Shobhit Tandon, business head, Jamba Juice, says, "What Starbucks is to coffee, Jamba Juice is to juices and smoothies in the US. It is a lifestyle brand."
Currently, the brand is somewhat confined to the Western part of the globe and is now looking to increase awareness in other parts, particularly the UAE region. For this, Tandon was keen to rope in an agency that has a good track record when it comes to "launching brands successfully in different markets," and not just one that can create good communication.
In the past, brands that Black Swan Life has helped launch include Crusoe (innerwear brand), Dunkin' Donuts, Domino's (CRM campaigns and its re-launch in Sri Lanka).
The Mumbai-based agency recently set up an office in Singapore.