Jockey launches ‘Not Just For Pros’ campaign via L&K Saatchi & Saatchi India showcasing everyday fitness enthusiasts
L&K Saatchi & Saatchi India has has launched this Jockey performance range campaign for Jockey Move. Jockey Move is the brand’s foray into everyday performance wear. The range of activewear includes active bras, tank tops, T-shirts, shorts, trackpants, joggers and jackets, and comes with Jockey trademark technologies StayDry and StayFresh.
Jockey Move is built on the idea that fitness is not just for competitive individuals and sporting professionals, but also for everyday active and fitness enthusiasts, who indulges in varied light and even intensive routines to stay fit. The campaign line “Not Just For Pros” articulates this essence and the films feature everyday fitness enthusiasts going about their regular routine workout. The multiple films have been directed by TJ O’Grady Peyton and shot in Bucharest, Romania and are live on all digital platforms.
Debarjyo Nandi, Sr.Vice President, L&K Saatchi & Saatchi, said: “Most of us don’t play or train for glory on the sports field or to prove ourselves to the world. We do however want to stay fit, flirt with sports and even indulge in intense workouts. Jockey Move is for people like us. The campaign has been created to be relatable to the everyday fitness enthusiast and yet deliver on product performance.”
Karthik Yathindra, Sr.GM & Head Marketing, Jockey India, said: “With a hugely successful Athleisure range, it was a natural extension for us to enter the activewear space. Jockey Move range has been conceptualized and designed with smart fabrics and trademark technologies to provide world class wearing experience to the fitness enthusiast. We are confident that these product attributes would play a meaningful role and amplify an everyday person’s idea of himself / herself and his or her association with fitness. We had an opportunity to change what the category of performance wear communicates to its consumers and that is what we have attempted with this campaign.”
Credits
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Pritam Shettigar, Shahid Sheikh
Account Management: Debarjyo Nandi, Nivedita Lahiri, Shubhrav Phate
Production House: Ten Films
Director: TJ O’Grady Peyton
Director of Photography: Stephan Fallucchi
Executive Producer: Shouvik Basu
Associate Producer: Namrata Vankudre, Umesh Hadke
Music: Naozad Patel & Reuel Benedict
Editor – Utsav Bhagat
Online – Rohit Padwal
Director’s Assistant – Tisha Mehra
Service Production – Family film
Line producer – Laura Dulea
