MUMBAI: American inner wear brand, active wear and leisurewear, Jockey, has launched a new campaign, this time and for the first time exclusively for women.

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

The TVC is directed and shot by Mark Toia in San Francisco. The print and OOH creatives were shot in Los Angeles.

The campaign will strengthen Jockey’s play in the women’s inner-wear category with a new range of lingerie which caters to today’s self-assured, confident woman who keeps in touch with her femininity.

Jockey India president of sales and marketing M. C. Cariappa says, “Jockey knows best when it comes to inner-wear, and that comfort and fit are the most essential. Jockey also understands women’s needs from lingerie go beyond that and that different women have different needs from their inner-wear. The Jockey Woman campaign only reiterates what Jockey brings to women in terms of knowledge, understanding and expertise with products that truly #KnowsMe.”

L&K Saatchi & Saatchi senior vice president Debarjyo Nandi mentions, “Every woman has the right to right lingerie in form, function, fit and feel. And every woman is unique with different needs for different days of the week or different times of the day. Which too evolves with time and age. #KnowsMe is Jockey Woman’s promise that she understands these needs. The idea extends to the campaign which celebrates women and their femininity without being stereotypical even in its portrayal of women in inner-wear.”

The campaign is already live on TV, print and OOH.