MUMBAI: L&K Saatchi & Saatchi has created a new campaign for Jockey India in the “Feels Like Jockey” series. The first campaign was created in 2016 and showed men and women dancing to Nina Simone’s “Feelin’ Good” showcasing the idea that when you are wearing Jockey you are so comfortable, you can’t help yourself and break into a dance. The new campaign takes this idea ahead beautifully with new situations and different environments and another classic song to dance to, ‘Fever’.

The films show men and women going about their typical routine day when they get into their headspace, a comfortable space thanks to their Jockey innerwear, and break into a dance, oblivious to where they are. The films feature contemporary dance moves mixed with freestyling and street dance including jookin, and are choreographed by Ayesha Orange known for her work with Austin Powers movies. The films have been directed by Hans Emanuel and shot in Los Angeles, CA. Two of the five TVCs are already on-air and online.

Talking about the campaign, L&K Saatchi & Saatchi senior vice president Debarjyo Nandi said, “An idea that ‘fits like a song’ with the product and the brand, an all-time classic song, iconic American locations, amazing dancers, a celebrated choreographer, a relentless cinematographer, an energetic director and an ever supportive client, all the ingredients that could have only created magic!”

Jockey India president, sales and marketing M C Cariappa said, “The ‘Feels Like Jockey’ campaigns are created to strengthen the core proposition of fit and comfort of our core range of men’s and women’s innerwear while ensuring the brand continues to build relevance and affinity with the youth."