McCann Worldgroup's T.A.G Ideation wins creative mandate for apparel brand Blackberrys

The agency will handle the creative duties for the brand's Autumn-Winter Collection.

The ready-to-wear fashion (RTW) brand Blackberrys, has awarded its creative mandate to T.A.G Ideation, the second agency of McCann Worldgroup (MWG) India.

Blackberrys is a label in the premium men's RTW segment of Mohan Clothing, its parent company.

The development is the result of a recently-initiated creative pitch. The process saw the participation of several leading creative agencies. The presentations were conducted over two months after which, the creative duties for the account's Autumn-Winter Collection was handed over to T.A.G.

Confirming the win, Himanshu Saxena, vice-president and general manager, MWG T.A.G, conveys in an official communique, "We saw enormous potential in the Blackberrys brand. Given its rich lineage of fine craftsmanship and unique fashion quotient, we realised that the brand is on the brink of catapulting to the next level."

Yogesh Tiwari, vice-president, marketing and sales, Blackberrys says, "Blackberrys has aggressive plans for a quantum jump." Tiwari further informs that the brand has a new marketing plan and strategy in place. "We see MWG T.A.G Ideation as a strong partner, with huge creative potential, which will help us further strengthen our new brand imagery," he says.

This is the second big win for the agency in the last few weeks. Earlier this month, the agency was awarded the duties for India's first F1 racing arena, Buddh International Circuit, by the Jaypee Group.

Other accounts that the agency currently handles include Dish TV, Videocon's consumer electronics, mobile handsets and GSM mobile services, Zee News, and ESPN, amongst others.

In August last year, the media duties for the brand moved from Media Direction to Vizeum. In the past, Arms Crestra and R K Swamy BBDO have worked on Blackberrys' communication.