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'Play or Relax': Jockey launches new ad campaign for its Athleisure range

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.

'Play or Relax': Jockey launches new ad campaign for its Athleisure range

Jockey launches new ad campaign for its Athleisure range

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

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