Page Apparels, the manufactures and Indian licensee, for Jockey opted out of depending more on celebrity-oriented campaign for the product. It has stuck to its briefs, in a manner of speaking. Its recently launched integrated campaign by L&K Saatchi & Saatchi, carries forward its established positioning of ‘Jockey or Nothing’.

Mr. MC Cariappa, senior general manager – sales and marketing, Page Industries, said “We do not agree much with the trend of celebrity models because we are very clear that we do not want to be boxed by the borrowed equity of the endorser. For us our product is the biggest hero.”

The current campaign is an effort to make the brand’s positioning more relatable to the day to day lives of today’s youth, he said. On the back of changing lifestyle, the category is gaining traction being about both comfort as well as badge value.

The consumer has been shedding inhibitions about conventional innerwear and getting experimental with colour, style, cut, material, patterns, designs, aided to a great degree by the international fashion brands like CK, FCUK, Tommy Hilfiger, etc opening up the options on innerwear in India.

Jockey, a US brand of considerable heritage, is manufactured and distributed in India by the Bengaluru Based Page Industries that was set up in 1994. Page currently along with India is also the licensee in Nepal, Sri Lanka, Bangladesh and UAE.

The brand is sold through both MBOs as well as EBOs spread across high streets and malls in metros, tier one, tier two and tier three cities. “The company has got a manufacturing base in India giving it full control on the end product we even make our own elastics.” Mr. Cariappa added.