Dentsu Creative Isobar has won the integrated creative mandate for Blackberrys, the premium menswear brand owned by Mohan Clothing Co. Pvt. Ltd., following a multi-agency pitch. The account will be managed by the agency’s Gurgaon office, bringing together brand strategy, creative, social media and other communication functions under one integrated mandate.
The new partnership comes as Blackberrys looks to strengthen its brand narrative and build deeper connections with India’s evolving, style-conscious male consumer. The agency’s mandate covers the brand’s communication across both mainstream and digital platforms, with work set to begin with Blackberrys’ next campaign.
Dentsu Creative Isobar to Handle Blackberrys’ Integrated Communication
Under the new mandate, Dentsu Creative Isobar will take responsibility for a broad range of marketing and communication functions.
These include:
- Brand strategy
- Ideation and creative development
- Social media management
- Store branding
- Annual communication planning
- Marquee campaign development
- User-generated content (UGC) strategy
- Brand activations
- Production
The breadth of the mandate positions Dentsu Creative Isobar as an integrated communications partner rather than an agency working on a single campaign or channel. Strategy, creative and social will be managed by one team and built around a common brief.
This integrated approach is particularly relevant as fashion brands increasingly need their communication to work consistently across advertising, social media, retail environments and consumer-led content.
‘Own the Room’ to Drive the Next Chapter for Blackberrys
A key part of the partnership will be Blackberrys’ existing ‘Own the Room’ brand platform.
The positioning is built around the idea of a confident, contemporary man who is comfortable commanding attention and making an impression in any environment. Dentsu Creative Isobar will develop communication around this platform across mainline and social channels.
The first major output from the new partnership is expected to be Blackberrys’ upcoming campaign.
For the brand, the mandate represents an opportunity to translate its established menswear credentials into communication that is more culturally relevant and connected to today’s consumer.
Blackberrys Looks to Build on More Than Three Decades of Brand Equity
Founded in 1991, Blackberrys has built a strong presence in India’s premium menswear market. According to the company, the brand currently reaches consumers across more than 350 cities through over 1,000 exclusive brand stores.
Its positioning has traditionally been built around men’s fashion, tailoring, fit and craftsmanship. The latest agency partnership indicates a renewed focus on turning those product attributes into a broader brand story.
Purvaa Kapadia, VP – Brand Experience, Blackberrys, said the brand was looking for a partner that could translate its product and craftsmanship into modern storytelling that works across the platforms where its consumers spend time.
She added that ‘Own the Room’ remains central to the brand’s ambition and that Dentsu Creative Isobar understood this direction from the initial conversations.
Why the Mandate Matters for Dentsu Creative Isobar?
For Dentsu Creative Isobar, the Blackberrys account adds another established Indian brand to its portfolio while highlighting the agency’s integrated approach to creative and communications.
Sahil Shah, CEO, Dentsu Creative Isobar, noted that Blackberrys has spent more than three decades establishing itself in the Indian man’s wardrobe. He said the opportunity now is to make the brand more culturally visible while bringing strategy, creative and social together under one team.
The approach reflects a broader shift in advertising, where brands are increasingly looking for agencies that can connect the full consumer journey rather than develop isolated campaigns for individual platforms.
A More Integrated Approach to Fashion Marketing
The fashion and menswear categories have changed significantly with the rise of social commerce, creator-led content and digital-first brand discovery.
Consumers now encounter brands through multiple touchpoints—from Instagram and short-form video to physical stores, digital advertising and user-generated content.
For a brand such as Blackberrys, this makes consistency particularly important. A campaign needs to work not only as an advertisement but also as social content, an in-store experience and a larger cultural conversation.
The Blackberrys and Dentsu Creative Isobar partnership appears designed around precisely this requirement, with the agency’s responsibilities spanning both traditional and digital communication.
What to Expect From the Partnership?
The immediate focus will be on Blackberrys’ next campaign under the new mandate. While specific campaign details have not yet been disclosed, the agency is expected to build communication around the ‘Own the Room’ platform.
With strategy, creative and social housed within the same integrated team, the partnership could give Blackberrys greater consistency in how it communicates with consumers across different channels.
For the premium menswear brand, the larger objective is clear: retain the equity it has built over more than 30 years while making the brand more relevant to the modern Indian man.
The Bigger Advertising Industry Picture
The Dentsu Creative Isobar Blackberrys mandate also reflects the changing expectations from agency partnerships in India’s advertising industry.
Brands are increasingly seeking integrated solutions that combine creative thinking with social media, content, activations, retail branding and production.
Instead of treating these as separate marketing functions, an integrated model allows brands to work from a single strategic direction while adapting the communication for different consumer touchpoints.
For Blackberrys, the new partnership with Dentsu Creative Isobar could therefore mark an important step in evolving its communication strategy while building on its existing brand legacy.
As the brand prepares to launch its next campaign, the industry will be watching how Dentsu Creative Isobar interprets the ‘Own the Room’ platform and translates Blackberrys’ longstanding menswear credentials into contemporary, culturally relevant storytelling.
