Date:13/12/2006 URL: http://www.thehindubusinessline.com/2006/12/13/stories/2006121303690500.htm

Back Jockey appoints JWT to tap regional market

Purvita Chatterjee

Plans to shed elitist image

Mumbai , Dec. 12

Having stayed away from using television as a medium, the Jockey brand of undergarments will soon be seen on the small screen. It has appointed JWT in Bangalore to work on the Indian creatives for the brand, which has been in the market since 1995. Page Industries, the licensees for the brand in India has taken a decision to tap new regional markets through fresh creatives to shed its image as an elitist brand in the country.

Mr Ashok Genomal, Chairman and Managing Director, Page Industries, told Business line: "Since the print medium has reached its optimum level of saturation, we now need to reach it to the markets that have not happened for us." With the intention of shedding its perception of being an `elitist' brand, Jockey would unleash its first TVC (television commercial) with the purpose of penetrating the regional markets as well. "We want to get aggressive in the Indian market and add a local flavour to the brand," adds Mr Genomal.

Currently, Jockey has its presence primarily in the seven metros through its network of franchisees reaching out to 147 outlets across the country. It also runs 18 exclusive stores for the Jockey brand and there are plans to double its number within a year.

Allocating five per cent of its turnover towards advertising and marketing spends, Jockey is also scouting for a brand ambassador for its woman's range. "Being a low involvement category, we need to take a critical decision regarding the kind of ambassador the brand needs," says Mr Genomal. Graduating from being primarily a men's wear inner brand, Jockey has been extended to new categories such as women's wear and leisurewear and has become a multipurpose home wear brand.

Apart from television, Jockey will also be displayed across other media such as hoardings and below the line promotions at its stores will also become a regular feature for the brand. "All this time we have had tactical campaigns but now with the help of our new creative agency we intend taking the innerwear brand to its next level. We would be using hoardings and below the line advertising to communicate about the brand," adds Mr Genomal.

Besides, Page Industries expects to become an outsourcing hub from this region.