Jockey's new range is not 'Not just for pros', says the TVC

The multiple films, by L&K Saatchi & Saatchi created by have been directed by TJ O’Grady Peyton and shot in Bucharest, Romania and are live on all digital platforms

e4m by exchange4media Staff
Updated: Sep 5, 2020 9:51 AM

Innerwear and athleisure brand Jockey has launched another range in the outerwear category, Jockey Move.

Jockey Move is built on the idea that fitness is not just for the result-oriented and competitive individuals in professional sports, but also for the everyday active and fitness enthusiast, 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.

Talking about the campaign, 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.”

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