Mumbai: Dentsu Creative Isobar has secured the integrated creative mandate for Blackberrys (Mohan Clothing Co. Pvt. Ltd.), a menswear brand. The account was won following a multi-agency pitch and will be serviced by the agency’s Gurgaon office.
The partnership marks a new phase for Blackberrys as the brand looks to sharpen its narrative and strengthen its connection with India’s style-conscious and progressive male consumer.
Under the mandate, Dentsu Creative Isobar will lead brand strategy, ideation, creative development, store branding and end-to-end social media management. The scope will also include annual communication planning, marquee campaign development, user-generated content (UGC) strategy, brand activations and production.
The integrated mandate positions Dentsu Creative Isobar as a communications partner for Blackberrys, with strategy, creative and social being brought together under a single team.
Founded in 1991, Blackberrys has grown from its beginnings in Delhi into a premium menswear brand with a presence across more than 350 cities. According to the brand, its retail network comprises over 1,000 exclusive brand stores, with its proposition built around innovations in fits and craftsmanship.
The agency will build its work around Blackberrys’ ‘Own the Room’ brand ambition, with an integrated body of work planned across mainline and social platforms through the year. The partnership will begin with the brand’s next marquee campaign.
Purvaa Kapadia, VP – Brand Experience, Blackberrys (Mohan Clothing Co. Pvt. Ltd.), said, ”At Blackberrys, everything starts with the product and the man who wears it. As we write the brand’s next chapter, we were looking for a partner who could turn that craft into modern, culturally relevant storytelling across every platform our consumer is on. ‘Own the Room’ sits at the heart of that ambition – a brand for the man who commands every space he walks into – and we needed a partner who could carry that conviction into culture. Dentsu Creative got our ambition from the first conversation, and we are looking forward to building distinctive, business-driving work together.”
Sahil Shah, CEO, Dentsu Creative Isobar, added, “Blackberrys has spent more than three decades earning its place in the Indian man’s wardrobe, and that kind of equity is rare. Our opportunity is to make the brand impossible to ignore in culture. The mandate is integrated end to end, so strategy, creative and social sit with one team and answer to one brief. That is how relevance gets built today.”
