Blackberrys' Urban awards brand and creative mandate to Plus One

Blackberrys’ has appointed Plus One as the brand and creative agency on record (AoR) for its millennial clothing and lifestyle brand Urban.

Mumbai based design and communication agency Plus One roped in Wolfzhowl, Mumbai as their strategy partner in winning the multi-agency pitch.

Ramesh Kaushik

Commenting on the pitch and subsequent appointment for ATL and BTL creative duties, Ramesh Kaushik, VP, Brand Experience, Blackberrys, said, “Urban is our unique proposition to today’s youth from the House of Blackberrys. It is styled to appeal to the wanderer in you, for both internal and external exploration. We needed a partner who understands our proposition and is strategically placed to establish a strong dialogue with Urban consumers while rethinking the fundamentals of engagement in todays’ time. That’s where Plus One and Wolfzhowl scored over, with their clear understanding of building the brand Urban with earned exposure while facilitating style with value first proposition. We are confident that together we will be building Urban as a go to brand.”

Shitu Anand Patil

Shitu Anand Patil, Co-founder and Chief Creative Officer, Plus One, said “We are delighted to partner Blackberrys in bringing alive their exciting vision for brand Urban in fun, relevant and meaningful ways. It’s always a wonderful challenge to build a brand from the ground up. We are as excited by the responsibility as we are humbled by the trust reposed in us by the brand team.”

Kalyan Challapalli

Kalyan Challapalli, Chief Strategic Instigator and Proprietor, Wolfzhowl, said, “It’s a pleasure to work with a client who has mandated innovative thinking for Urban. Our clear directive is to create a fast fashion brand which is brand idea centric. We are excited to be able to deploy design thinking across brand, product and consumer experience. And help Blackberry create India’s first international fashion brand.”

Gautam Patil

Gautam Patil, Co-founder and Design Director, Plus One, said, “We are excited about not just creating a unique brand concept but also deploying design thinking and communication identity for the brand in a manner that stands apart from the category where everyone speaks in a similar language.”

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