Jockey urges youth to play with passion, or not play at all

Innerwear and apparel brand Jockey has launched a new campaign comprising five TVCs. Two of the films are on air. The campaign has been conceptualised by L&K Saatchi & Saatchi.

 

A film titled 'Play' went on air on 4 August. It features a young woman on an escalator who is inspired by a young boy drumming on empty buckets. She gets back home, listens to a record and starting playing the drums. Her passion for drumming increases with each passing frame. A voice over says 'Play, like you were born to do it. Like you are the opening act of a one man band. Play like you must bring down the house, like you're raising the dead. Play like that, or don't make a sound.' The film ends with the brand’s signature: Jockey – Or Nothing.  

A TVC titled 'Move' went on air on 25 July. This film features a young man walking past a freestyle dance class. He looks at them in awe. Over the next few days, he develops an interest in freestyle dancing. He practices in his house, in the corridor and on the street. Finally, he gets to a club, where he faces a substantial crowd for the first time. He sheds his inhibitions, and hits the dance floor. The voice over says 'Move, like your bones have a mind  of  their own. Like everyone's waiting and no one's watching. Move, look stupid. Be shameless. Move like the floor is empty. Like your heart is full. Move like that or walk away.' 

 

Cariappa, senior general manager - sales and marketing, Page Industries (Jockey), said, "The core philosophy of brand Jockey is ‘the best or nothing’. We live by this philosophy in whatever we do, right from product design to quality control. The youth of today resonates with this same philosophy and will not settle for anything which is second to the very best. We believe our brand films will connect with our audience and inspire them to live by these emotions and aspirations." 

 

Rahul Nangia, CCO, L&K Saatchi & Saatchi, said, "It was amazing that so many people, who are so passionate about what they do, came together for this project, from across the world. From the client, to the director, to the production, to the crew, to the performers, to the composers, to the post-production guys; it has been the most strange and interesting motley group of people. It is incredible that a theme like this found people who actually believed in giving it their all. I hope that honesty of purpose comes through in the films."

 

Credits

 

Client: Jockey

Agency: L&K Saatchi & Saatchi

Creative team: Rahul Nangia, Pritam Shettigar, Ruchika Parab, Shahid Shehzad, Virendra Saigaonkar 

Account management: Debarjyo Nandi, Sneha Shah 

Account planning: Bhaskar Bhateja

Production house: Far Commercials, India; Playground, Portugal 

Director (film): Cristiana Miranda

Producers: Jeet Surendranath, Rohini Pinto 

Executive producer: Sonika Mody 

Music: Fred Pinto Ferreira