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Jockey steps up with a new ‘move’

The TVC created by L&K Saatchi & Saatchi is based on the insight that youngsters today will either go for broke or give it all up. This is the first of five TVCs that have been lined up

BestMediaInfo Bureau | Mumbai | August 4, 2014

[caption id="attachment_44674" align="alignnone" width="480"]Jockey-steps-up Click on the image to watch the TVC.[/caption]

Jockey, the innerwear brand, has come out with a new television campaign titled ‘Move’, targeting youngsters in the age group of 18-25 years, who are impatient and unwilling to compromise. L&K Saatchi & Saatchi worked on the brief keeping Jockey in the ‘realm of the cool’, without compromising on its identity, international image, brand respect and values. The brand wanted to ‘renew the vows’ with its existing customers and, at the same time, acquire and engage new consumers.

The 30-second TVC opens with a young man who gets inspired to dance on seeing a bunch of youngsters at a dance studio. The next few days, he is seen taking up his passion more seriously and working hard to perfect his moves, shedding his inhibitions. Finally, at the club, he is faced with the moment where he can either step up or sit down. And step up he does.  The TVC, which is accompanied by fast-paced music and an inspiring voiceover, has been created based on the insight that youngsters don’t believe in half measures.

This is just the first of the five TVCs in the campaign. The others will be launched shortly.

Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi, said, “It was amazing that so many people who are so passionate about what they do came together for this project from across the world. The client, director, production house, the crew, the performers, the composers, the post-production guys – it has been the strangest and most interesting motley of people. It is incredible that a theme like this found people who actually believed in giving it their all. I hope that honesty of purpose comes through in the films.”

Cariappa, Senior General Manager – Sales and Marketing, Page Industries, said, “The core philosophy of brand Jockey is ‘the best or nothing’. We live by this philosophy in whatever we do, right from product design to quality control. The youth of today resonates with this same philosophy and will not settle for anything which is second to the very best. We believe our brand films will connect with our audience and inspire them to live by these emotions and aspirations.”

The TVC:

[youtube]https://www.youtube.com/watch?v=U-OLzA0dAeU[/youtube]

Credits:

Agency: L&K Saatchi & Saatchi

Creative team: Rahul Nangia, Pritam Shettigar, Ruchika Parab, Shahid Shehzad, Virendra Saigaonkar

Account Management: Debarjyo Nandi, Sneha Shah

Account Planning: Bhaskar Bhateja

Production House: Far Commercials, India and Playground (Portugal)

Production Support: Bruce Williamson (Passion Raw, London) and Joana Lisboa (Playground, Portugal)

Director: Cristiana Miranda

Producer: Jeet Surendranath & Rohini Pinto

Executive Producer: Sonika Mody

Production Controller: Bhushan Rao

Post production: Ingreme (Portugal), After Studio (Mumbai)

Offline Editor: Marcos Castiel, Utsav Bhagat

Online Editor: Sachin Kadbane

Music Director: Fred Pinto Ferreira

Sound Design: Annu Poojari

Post Production Supervisor: Nadeem Mirza & Claire Howse

Info@BestMediaInfo.com

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