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Jockey and L&K Saatchi & Saatchi launch 'Play or Relax' Campaign for Athleisure range.

22-March-2018
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Jockey and L&K Saatchi & Saatchi launch 'Play or Relax' Campaign for Athleisure range.

Jockey, the leading American innerwear, active wear and leisurewear brand, has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear. Athleisure includes products such as, track pants, hoodies, jackets, t-shirts, tank-tops, shorts and sports vests.



The campaign conceptualized and executed by L&K Saatchi & Saatchi includes, TV, print, OOH, and it will also use radio and digital media for engagement and activation.

The TVC is directed and shot by Mark Toia on the streets of San Francisco. themed around ‘Play or Relax’. The film shows a vibrant day-in-the-life of a carefree and cool guy and a girl in the city, and how they easily switch between moments of relaxation and active play while being comfortably fashionable.



The print and OOH creatives were shot in Los Angeles. It urges you to try harder, but it also tells you it is fine if you don’t. Jockey Athleisure is made for both.

Speaking about the campaign, M. C. Cariappa, President – Sales & Marketing, Jockey India said, “Athleisure marks the official foray for Jockey India into outerwear sphere which is an extremely relevant and highly potential category, especially in India where the larger population indulges in casual sports to stay active while wearing activewear for casual hangouts. The campaign strengthens the Jockey brand imagery while signaling the exciting new range.”



Debarjyo Nandi - Senior Vice President, L&K Saatchi & Saatchi added, “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”

The film is already on-air and online with OOH and print scheduled to break in a week.

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