Mumbai: Page Industries, the exclusive licensee of Jockey International, has announced the relaunch of its ‘Bras as Versatile as I Am’ campaign, timed for the festive season. This campaign celebrates the diverse lives of women with bras designed to support various moods and lifestyles.

Over the past decade, the women’s innerwear category has grown significantly, leading Jockey to expand its offerings. The refreshed campaign features collections tailored for work, lounge, travel, and everyday wear, including strapless and plus-size options. Each piece is made with high-quality fabrics, prioritising comfort and support for every moment of a woman’s day. 

Jockey India CMO Nihal Rajan said, “Our women’s collection is not just a range of products; it’s a powerful celebration of the diverse and dynamic lives women lead. With ‘Bras as Versatile as I Am,’ we aim to inspire every woman to embrace her individuality and strength. Our bras are designed to provide unparalleled comfort and support, tailored for every moment, from the hustle of a workday to the serenity of a restful night. While the core target demographic remains women around 23 years old, the collection is inclusive and celebrates women across age groups. We understand that womanhood encompasses a myriad of roles and experiences and with our bras we aim to redefine what innerwear means, turning everyday essentials into expressions of confidence and versatility.”.

The campaign will engage women through various platforms, including television, outdoor advertising, Jockey Woman exclusive stores, digital, and social media, highlighting the versatility and comfort of Jockey bras.

Over the last twenty-five years, Jockey has transformed the innerwear industry through innovation and design. The relaunch of the ‘Bras as Versatile as I Am’ campaign reaffirms Jockey’s commitment to providing thoughtfully designed innerwear that meets the needs of women throughout their lives.