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The campaign, conceptualised and executed by L&K Saatchi & Saatchi, includes TV, Print, OOH, radio, and digital media to garner consumer attention effectively.
Jockey, the American innerwear brand, has launched a new Jockey Athleisure campaign for its range of outerwear for men and women that blends active and leisurewear. Athleisure includes products like tracks, hoodies, jackets, t-shirts, tank tops, shorts, and sports vests.
The campaign, conceptualised and executed by L&K Saatchi & Saatchi, includes TV, Print, OOH and will also use radio and digital media in order to garner consumer attention effectively.
The TVC, directed by Mark Toia and shot on the streets of San Francisco, is themed around 'Play or Relax'. The film perfectly captures a vibrant day-in-the-life of a guy and a girl in the city and how they easily switch between moments of relaxation and 'active play' while being comfortably fashionable. The print and OOH creatives were shot in Los Angeles.
Speaking about the campaign, M. C. Cariappa, president - sales and marketing, Jockey India, shares in a press note, "The campaign strengthens the Jockey brand imagery while signalling the exciting new range."
Commenting on the recently launched campaign, Debarjyo Nandi - senior vice president, L&K Saatchi & Saatchi says, "The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it, but live it, play or relax."
The film is already on-air and online with OOH and print scheduled to break in a week.
Credits:
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