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Jealous 21 tells girls to ‘Butt Out’

Conceptualised by Bates CHI & Temple, Bangalore, the latest campaign of the jeans brand reaffirms the individuality and independence of the modern Indian woman

Aahiri Ghosh Dastidar | Delhi | October 17, 2014

Jealous-21 Click on the image to watch the TVC.

Jealous 21, a contemporary fashion brand for young women, has launched a 360-degree campaign that includes TVCs, print, digital and outdoor to highlight the brand’s key message ‘Butt Out’. The brand believes in the inherent strength of every woman – that she is independent, bold and has a mind of her own. The campaign has been conceptualized by Created by Bates CHI & Temple, Bangalore.

Owned by Indus League, brand Jealous 21 is a manifestation of the unapologetic stance of the young girl of today, empowering her to stand up for what she believes in. The latest campaign presents a racier, trendier and sexier avatar of today’s independent, carefree women.

The TVC starts with a woman putting on a pair of Jealous 21 jeans while talking about how she is not concerned with society’s opinion of her. She’s smart, independent, and has her own style. The TVC also showcases her huge collection of jeans. The campaign makes it a point to tell narrow-minded boyfriends, insecure ex-boyfriends, overprotective parents, and judgmental neighbours – pretty much the whole world actually – to watch out. The campaign ends with the woman walking off with her attitude while the message ‘Jealous 21, Butt Out’ is seen on screen.

The print and online campaigns are also on similar lines.

Shibani Mishra, CMO, Indus League, said, “We believe that the new woman is independent and self-governing. The brand, in line with the attitude of the current generation, talks about how clothes reflect an individual’s persona.”

VS Srikanth, CEO of Bates CHI & Partners, explaining the creative strategy, said, “The television commercial was crafted around the attitude of the brand that matched the attitude of today’s young women, who are independent and carefree and can take a stand for themselves in the society. It is a nod to the change in the fit story going from denim wear that complements a woman’s shape to one that accentuates it. I’m confident that this campaign will strengthen the brand’s image as it caters to women who are fiercely independent and unapologetic about it.”

The TVC:



Creative Agency: Bates CHI & Temple, Bangalore

Creative: Bates Creative team

Creative Director: Manmohan Anchan

Musicians: Rajiv Bhalla

Account Planning: VS Srikanth

Production House: RU Films

Director: Ravi Udyawar


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