Jockey addresses the 'Freedom or Nothing' mindset of youth workforce

New Delhi: Wieden+Kennedy India has launched Jockey’s ad campaign that premiered during the T20 World Cup. 

The insight behind the campaign titled  ‘Freedom or Nothing,’ represents the concept of freedom and how it is perceived in all aspects of life by the younger generation. 

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 aims to take a courageous stance by addressing the sentiments of a young workforce. It spotlights the new wave of professionals who champion flexible work environments and  challenge the traditional approach. 

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