Jockey India is all set to launch its new communications campaign, ‘Easy Living’, to bridge the gap between its innerwear and outerwear products. The creative agency for the campaign is JWT.
The campaign is a step further by Jockey to bring the inner wear category out of the closet and makes it more of a leisurewear.
Speaking on the marketing strategy, Nischal Puri, General Manager-Marketing, Jockey India, said, “The key focus and positioning of the brand has always been about the comfort level. Now, over the years, the Indian market has moved on. An Indian consumer has become smart, discerning and demanding. So we plan a 360-degree communication. This campaign is an offshoot of the total strategy of the brand.”
Puri explained that the TG was divided by the value and lifestyle system (VLS) of segregation, and that Jockey had divided its TG into eight VLS segments where housewives were one of the biggest segments that the brand caters to. He said, “Through this segregation, we have discovered that consumers have moved from buying functional products to demanding more than a product. Secondly, a consumer marries a brand till the time that brand reflects a certain lifestyle. Also, there are a whole new set of consumers who are young and have disposable income.”
Puri defines leisurewear as a multi-purpose and a multi-utility garment positioned at home segment.
The promotional activities will be seen more in stores, along with outdoor campaigns. A TVC will also be soon launched.
Jockey India The brand has about 21 outlets all over India and plans to double the same by the next fiscal year. It will also be looking at setting up specialty outlets for women over the next few years, as well as dedicating up to 25 per cent of its retail space for women’s products.