Jockey addresses the 'Freedom or Nothing' mindset of youth workforce
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
New Delhi: Wieden+Kennedy India has launched Jockey’s ad campaign that premiered during the T20 World Cup.
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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.
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