Jockey launches new campaign for 'Jockey Woman range'

4th September 2021, Mumbai:

Apparel brand Jockey has launched a campaign to advertise its Jockey Woman range. The campaign includes nine ad videos, and will be deployed across TV and digital. In addition to this, the brand will use hyperlocal touchpoints through print, and out of home advertising.

Jockey Woman is a sub-brand under the Jockey stable that focuses on the women’s intimate wear portfolio. It was launched in 2018, and is one of the youngest players, taking on Indian and international brands already established in the segment. The new campaign marries this brand philosophy with the insight that women do not like being boxed into one category. The campaign tagline reads “Bras as versatile as I am,” alluding to the variety of products Jockey Woman has to offer.

For this campaign, the brand will focus on Hindi movies, music and youth, and infotainment genres, Unlike most brands, Jockey Woman will not go after the Hindi general entertainment channels, or sports channels, despite the high visibility and female viewership among the former, and tentpole properties like the Indian Premier League, and the ICC T20 World Cup coming up in the latter. This is to avoid being a part of a cluttered ad environment.

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