Jockey relaunches versatile bra campaign celebrating women's diverse lifestyles

Page Industries, the exclusive licensee of JOCKEY International, announces the relaunch of its celebrated ‘Bras as Versatile as I Am’ campaign, perfectly timed for the festive season. This campaign celebrates the multifaceted lives of women, featuring bras designed to support their diverse avatars, moods, and lifestyles.

Over the past decade, the women’s innerwear category has experienced remarkable growth, prompting Jockey to significantly expand its offerings. The refreshed ‘Bras as Versatile as I Am’ campaign highlights collections tailored for various aspects of a woman’s life—whether for work, lounge, travel, or everyday wear, including strapless and plus-size options.

Nihal Rajan, CMO of Jockey India, shares his thoughts: “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 provide unparalleled comfort and support, tailored for every moment—from the hustle of a workday to the serenity of a restful night. While our core target demographic remains women around 23 years old, the collection is inclusive, celebrating 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, Jockey Woman exclusive stores, digital, and social media.