Sukumar Menon

Background

About Sukumar Menon

For close to 12 years I worked with some of the top ranked agencies in India - JWT, Enterprise Nexus, Saatchi & Saatchi, DDB Mudra and Leo Burnett. Having worked closely with majority of my clients, launching their brands and gaining their confidence, I gained some in myself to venture out on my own. So in Jan 2009 Black Swan Life was born. Inspired by the book (The Black Swan) I felt the theory fitted the business of creativity like a glove - creative solutions without a past precedent that deliver a multiplier effect in the market. Perhaps the reason, why we thought of executing inner-wear design as the first extension of the brand idea when we launched Crusoe Men's Inner-wear. Why we crafted direct marketing campaigns deducing purchase behavior attributes when we launched Domino's CRM initiative (long before online re-targeting)- with consistent redemptions of over 30%, these campaigns have been the most successful in the history of Domino's anywhere in the world (IP rights of our work was bought by Domino’s international). Also won us a Gold Effie. Why we reimagined a heritage wall at the stores for legacy-seeking Indian audience in the absence of actual ads from the yore when we launched Dunkin' Donuts (IP rights were bought by Dunkin’ International) in India. We have won businesses not so much by entering pitches, but by entering into relationships. Nothing is more satisfying than being referred to a new client by an existing one. That’s one of the reasons why we have worked on Brands in India, APAC, USA, MENA. We even started an outpost in Singapore for some time to handle our international projects. We don't swear allegiance to traditional media, new media, mix media and what have you. They are simply placeholders. We whole-heartedly believe that If you are saying something in a new, fresh and innovative way, relevant to its context, people will take a listen.no matter what. We have been very fortunate to launch brands - nationally and internationally. To reimagine legacy brands. To redefine new-age brands. To simply live the Black Swan Life.