Brand story, Brand Re-positioning, Campaign Execution, Collateral Development (Videos & films).
Jockey wanted to come up with a fresh brand story aligned to the changing aspirations of the 18–30-year-old urban consumers who were tilting towards new global entrants both in terms of mind-space and market share.
Jockey India’s open brief reached Sweat Media, an agency that primarily focuses on sports-based content. Sweat reached out to TC at the pitch stage for his international credentials & expertise from a Fashion & Lifestyle perspective. The journey then quickly took on a path that led to a complete re-positioning of the brand to the aspiring 18–28-year-old Premium TG.
TC led from the front – the creative direction, the shoot & postproduction (in South Africa) which included cracking the music, the final edit/s, final grading and last mile touches of the project, that separate global brands from their local counterparts, both at the creative agency & client level.
The campaign consisting of 4 x 15 second films was released on 15th September 2024 and has already garnered over 28 million (2.8Cr) views on YouTube.