MUMBAI: Following a multi-agency pitch, Black Swan Life has bagged the creative duties of Crusoe, a brand from the Coimbatore-based Jagannath Textile Company.

Crusoe, will be launched by end of January next year in South India, parts of West Bengal and Maharashtra. By the end of the year, it will be launched in all other parts of the country.

The ad spends for Crusoe has been earmarked at Rs 40 million for 2010.

Says Black Swan Life founder Sukumar Menon."We are not only handling the ad duties but also involved in steps before advertising actually begins.

"We will design the brand‘s premium range of innerwear and also take care of in-store design, exhibition design, website design and product catalogues. We have also redesigned the logo."

Print media will be the mainly used for the campaigns followed by outdoor promotions. "These kind of products are very print intensive. Hence, print will be our main focus," adds Menon.

A television commercial will also be launched.