Indiantelevision.com Team

(10 July 2009 6:10 pm)

MUMBAI: Page Industries, the exclusive licensee of Jockey International (USA), has unveiled a new brand campaign for the product playing on the tagline, "Just Jockeying".

Positioned as a fun and youthful way of thinking and a lifestyle choice, the creatives for the campaign have been designed by Mudra.

Initially, the brand campaign will run across print and out-of-home. While MPG is handling the company's print media account, the out-of-home mandate lies with Lintas Media Group.

With youth as the core audience, digital and social media networks will be used for engagement. Media Connect is in charge of the digital media account of Jockey.

Said Page Industries managing director Ashok Genomal, "We felt it was now time to move into a new era with a new message as Jockey has been widening its range of products for both men and women. The tagline 'just jockeying' describes the attitude of today's youth, their lifestyle and their spirit."

The company plans to roll out a new television commercial as part of its brand promotion strategy in September.