Following a multi-agency, Mudra Bangalore has bagged the creative duties of international innerwear brand Jockey. The pitch included almost all the top agencies in Bangalore. The size of the business is in the region of Rs 7-8 crore. It is learnt that the brand did not have any agency for a while now, though at some point of time JWT was handling the business.
Confirming the development, Ranji Cherian, Senior VP, Mudra, said, “It is a terrific opportunity to work, both from logical and magical end, on a global brand like Jockey.”
Joono Simon, ECD, Mudra South, added, “This is a great opportunity to work on a legendary brand like Jockey and outline a new vision for the brand in India. Especially in a market where retail is still in a nascent stage and has a long way to go, this will be an interesting category to work upon.”
During the pitch, the agencies were asked to present their point of view on the brand. The brand has been doing sporadic advertising in India and has extensively borrowed from its international campaign. Talking of the communication strategy, Simon said, “We will be working on a brand campaign, which will bring out the differentiating factor of the brand. The campaign will be heavily led by print and at a later stage will also move to television.”