The new Jockey India campaign showcases bra portfolio and is slated to run through the key months of festive season with a 360 degree approach.
Jockey India, announced the launch of its campaign – ‘Jockey Woman Knows Me’ targeted at the modern Indian woman. Adopting a 360-degree approach, the campaign focuses on highlighting the various facets of a woman and weaves in Jockey’s deep understanding of the category. The campaign showcases that every woman is unique and that women need bras that resonate with their versatility – a need that is best addressed by Jockey Woman.
The TVC focuses on the versatility of the styles and range of bras on offer under Jockey women and how it lets them be versatile, effortlessly.
The campaign will run through the key festive season months of September and October, kickstarting with the launch of the brand TVC. The 360-degree campaign will involve multiple visual elements including long and short-form videos on popular TV and digital platforms. In addition to leveraging key consumer moments on Facebook, Instagram, YouTube, and Google, the campaign will simultaneously focus on driving visibility in the traditional retail and trade channels through, Exclusive Brand Store Facades, In-Store Visuals, and POS merchandise. A key highlight of the campaign is the product films that speak about each of the bra types the brand has to offer and their USPs.
Speaking on the launch of the campaign, Karthik Yathindra, Associate Vice-President, Marketing and Product Management, Jockey India said, “The idea behind the campaign is to showcase the various needs of a woman when it comes to bras and Jockey’s extensive range that is curated to meet these varied needs of a woman. There is a bra for every body type, mood, occasion and through the campaign, we seek to share and engage the audiences about this and that there is no need for a woman to remain boxed and limit her choices. The campaign celebrates the versatility of women and how we as a brand are constantly raising the bar and working towards meeting their expectations.”
Speaking about the concept and the execution of the campaign, Debarjyo Nandi, Executive Vice President, L&K Saatchi & Saatchi, added “Jockey Woman Knows Me #Brasasversatileasiam is based on a deeper understanding of women after some extensive consumer research on what they really need from their innerwear, how they really feel about their bodies and themselves. The films reflect her many moods beautifully captured in moments which blend to make up the reality of their lives.”