Jockey takes ‘The best or nothing’ route with new TVC

31 Jul,2014

By A Correspondent


Innerwear brand Jockey has released a new campaign targeted towards the youth. The campaign has been conceptualised based on the insight that the young don’t believe in half-measures; they will either go for broke or give it all up.


The TVC depicts a young man who spots a bunch of youngsters in a dance studio and is inspired to dance. Over the next few days he gets more and more consumed by his passion, as he works his way through his own inhibitions and setbacks. Finally, at a club, he is faced with a moment where he can either step up or sit down.


Cariappa, Senior General Manager – Sales and Marketing, Page Industries shared: “The core philosophy of brand Jockey is ‘the best or nothing’. We live by this philosophy in whatever we do, right from product design to quality control. The youth of today resonates with this same philosophy and will not settle for anything which is second to the very best. We believe our three brand films will connect with our audience and inspire them to live by these emotions and aspirations.”


Commenting on the creative thought process, Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi said: “It was amazing that so many people, who are so passionate about what they do, came together for this project, from across the world. From the client, to the director, to the production, to the crew, to the performers, to the composers, to the post-production guys; it has been the most strange and interesting motley of people. It is incredible that a theme like this found people who actually believed in giving it their all. I hope that honesty of purpose comes through in the films.”


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