Mumbai: Jockey India, today announced the launch of its latest 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 which is best addressed by Jockey Woman.
With the launch of the first-ever campaign solely focusing on the bra segment, Jockey India is showcasing its extensive portfolio of bras on offer which cater to every mood and need of a woman. The brand TVC pans into women from different walks of life talking about their specific need from their bra and how Jockey is helping them stay unboxed. The TVC focuses on the versatility of the styles and range of bras on offer under Jockey woman and how it lets them be versatile, effortlessly.
Going live today, the campaign will run through the key festive season months of September and October, kickstarting with the launch of the brand TVC. The holistic 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 are 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 women and how we as a brand are constantly raising the bar and working towards meeting their expectations.”
The campaign focuses on leveraging an optimum mix of both digital and traditional channels to drive presence in both on-screen and in-store touchpoints. Making the product the hero, the campaign highlights the unique designs on offer under Jockey’s range of bra styles include multiple variants of t-shirt bras and everyday bras to designs built for specific needs like a nursing bra, sleep bra, lounge bra, strapless multiway bra, plus size bras, and minimizer bras. The collection also includes some unique styles like the Magic Undercup, which can be an apt replacement for the less comfortable wired bras.
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.”
Jockey has played a crucial role in transforming the bra segment in India, revolutionizing the way the common man perceives the segment and continues raising the bar in terms of quality and design through its world-class products. Jockey had launched its first campaign exclusively targeted at women in 2018 to announce the launch of its sub-brand ‘Jockey Woman’ that caters to today’s self-assured, confident woman who keeps in touch with her femininity. The campaign had gone live on television, print and OOH and also used radio and digital media for consumer engagement and activation.
Agency – Law & Kenneth Saatchi & Saatchi
Production House – Prodigious India
Director – Tj O Brien
Photographer – Stefan Dani