Bengaluru: Wieden+Kennedy India has launched Jockey’s ‘Freedom or Nothing’ campaign during the T20 World Cup, reflecting the younger generation’s perception of freedom in life.
Jockey, initially known for innerwear, now offers athleisure, activewear, and more to cater to changing consumer preferences and needs. Their growth has attracted a new generation of consumers, prompting a campaign targeting this demographic.
Nihal Rajan, CMO, Jockey India, said, “Our objective was to appeal to the interests and passions of a young audience, thereby fostering affinity and love for brand Jockey. We found an alignment with the concept of freedom presented in Wieden’s creative vision, as it harmoniously reflects our brand ethos. Our campaign ‘Freedom or Nothing’ is a true reflection of the emotions and values that today’s generation connects with.”
Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai, added, “Both millennials and Gen Z value work-life balance and personal freedom. With the ‘Freedom or Nothing’ campaign, we aim to authentically represent what freedom means to today’s younger individuals. To represent this campaign, we found a classic track from the 90s that takes on a fresh, new meaning in this context, reflecting the shared values of today’s youth.”
The campaign bravely represents the views of young professionals who advocate for flexible work environments and challenge traditional norms, articulating the aspirations of today’s working generation.
Jockey caters to a diverse audience of all ages, focusing on quality, comfort, durability, and variety to maintain its leading position in the market and connect with its target group.
Credits
Client- Page Industries
Agency- Wieden+Kennedy India CCO- Santosh Padhi (Paddy) President- Ayesha Ghosh
Creative- Yogesh Rijhwani, Namrata Gosavi, Pawas Aakrsh, Meghal Gehani, Devesh Rane Account Management-: Gargi Vegiraju, Karishma Atmaramani, Karan Hingorani
Strategy- Prakriti Pushp
TVC
Production House- 10 Films Director- Hans Emanuel Executive Producer- Shouvik Basu
Digital shorties
Production House- Cool Banana Director- Sven Jacobsen
Executive Producer- Marc Beresford
