Creative agency Black Swan Life has won the mandate for innerwear brand Crusoe's new women's line. The account will handled out of the agency's Mumbai office. It is learnt that there was no official pitch held.
The mandate of the agency is to launch the women's brand and execute the entire brand building. It is to be noted that the agency handles Crusoe Men's creative duties too. The campaign of the women's range will be rolled out in select regions in the country and will later pan out across India.
"We treat BSL as a part of Crusoe brand as BSL knows the brand inside out. Based on the relationship, we didn't even call for any multi-agency pitch to handle our new women's brand," notes K Ganga Rathna, general manager - operations, Crusoe.
Launched in 2010, Crusoe started out with men's innerwear range. The brand claims to be sporty, adventurous and stylish epitomizing the spirit of today's youth who wear their attitude on their waistband. Crusoe has designs inspired from various adventure related activities like surfing, skateboarding, sky diving, mountain climbing, scuba diving and biking, making it somewhat unique in the category of innerwear. Made of finest combed cotton yarn, the products are made from breathable fabrics and are skin friendly.