Shedding light on the various facets of a woman, Jockey has launched a new campaign for bras aimed at the modern Indian woman and weaving in Jockey’s pitch as being ‘versatile’. The holistic 360-degree campaign, conceptualised by L&K Saatchi & Saatchi, marks the brand’s first-ever solely focusing on the bra segment and will involve multiple visual elements including long and short-form videos. The campaign launches with a 30-second film featuring women from different walks of life talking about their specific need from their bra and how Jockey is helping them “stay unboxed.”
Talking about the idea behind the campaign, Karthik Yathindra, Associate Vice-President, Marketing and Product Management, Jockey India, said, “The idea behind the campaign is to showcase the various needs of a woman when it comes to intimate wear and Jockey’s extensive range that is curated to meet these versatile needs of a woman.”
“There is a bra for every body type, mood, occasion and through the campaign we seek to educate and engage the audiences about this and that there is no need for a woman to remain boxed and limit her choices. The campaign seeks to celebrate the uniqueness of a woman and how we as a brand are constantly raising the bar and working towards meeting their expectations,” Yathindra further added.
Detailing about the conceptualisation and execution of the campaign, Debarjyo Nandi, Executive Vice President, L&K Saatchi & Saatchi, added, “The campaign has been created basis a deeper understanding of women after some extensive consumer research on what they really need from their innerwear, how they really feel about their bodies and themselves. The films reflect their many moods beautifully captured in moments which blend to make up the reality of their lives.”