Black Swan Life wins Crusoe women's account

The agency will execute the entire brand building for company's women's brand, Crusoe Women.

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.

"It's a validation of the successful brand building work that we have been doing on Crusoe since we launched it six years ago. Black Swan Life has been an integral part of the brand in all aspects right from inception. It's all the more challenging when such implicit trust is placed on us. We hope to live up to the expectations," Naisho Abraham, creative partner, Black Swan Life.

"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.