Jockey, the American innerwear, active wear and leisurewear brand, has launched a new campaign exclusively for women for the first time.
The aim of the campaign is to strengthen Jockey’s play in the women’s innerwear category with a new range of lingerie which caters to today’s self-assured, confident woman who keeps in touch with her femininity. The essence of the campaign is captured in the VO that runs through the film.
The TVC shows the relation a woman shares with her inner wear and thus the voiceover goes. She knows me. She knows my body and what it needs. She knows that it’s not just about the shape, colour or even size. She knows that comfort comes first. She knows every stitch counts, every line makes a difference. She knows that curves come with edges and that edges can be beautiful too. Jockey Woman. She knows me.
The campaign conceptualised and executed by L&K Saatchi & Saatchi includes TV, print, OOH and will also use radio and digital media for engagement and activation.
The TVC is directed and shot by Mark Toia in San Francisco. The print and OOH creatives were shot in Los Angeles.
Speaking about the campaign, MC Cariappa, President, Sales & Marketing, Jockey India, said, “Jockey knows best when it comes to innerwear, and that comfort and fit are the most essential. Jockey also understands women’s needs for lingerie go beyond that and that different women have different needs for their innerwear. The Jockey Woman campaign only reiterates what Jockey brings to women in terms of knowledge, understanding and expertise with products that truly #KnowsMe.”
Debarjyo Nandi, Sr. Vice-President, L&K Saatchi & Saatchi, said, “Every woman has the right to right lingerie in form, function, fit and feel. And every woman is unique with different needs for different days of the week or different times of the day, which evolves with time and age. #KnowsMe is a Jockey woman’s promise that she understands these needs. The idea extends to the campaign which celebrates women and their femininity without being stereotypical even in its portrayal of women in innerwear.”
The campaign is already live on TV, print and OOH.
Creative Agency: L&K Saatchi and Saatchi
Creative Team: Rahul Nangia, Sreekumar Pv, Pritam Shettigar, Shahid Sheikh
Account Management: Debarjyo Nandi, Himali Shetye
Account Planning: Srinivas Madala
Agency Producer: Vijay Vigamal
Production House: Hundred Frames
Director: Mark Toia
Producer: Prashant Sampat, Shekhar Ravjiani
Executive Producer: Umesh H.patel
Line Producer: Umesh Hadke
San Francisco Production: Ryde Studios
Producers: Richard Delassio, Sean Harner
Production Manager: John Silverman
Assistant Director: Sean Harner