At Jockey our approach to arriving at a campaign is quite structured and conventional – Karthik Yathindra
“The campaign opts to communicate differently and chose to address the larger market making it a lot more inclusive exactly what Jockey has been doing over the years.” – Karthik Yathindra Sr. General Manager and Head Marketing & Production- Jockey India.
Jockey has always come up with interesting marketing campaigns. There is always a thing or two to learn from the brand.
We talked to Karthik who has played an instrumental role in building Jockey to be amongst the most respected and aspired brands in the country, and learnt the story behind the campaign.
Read on to know more about the campaign and the story behind it.
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1. Tell us about your life journey, Karthik?
I come from Bangalore – born, raised and lived most part of my life in this beautiful city.
Right through childhood I’ve been quite experimentative with my choices. That explains my stint with flying, studying law and ending up being a business professional.
Being involved in various business functions, I tend to take keen interest in the subject of marketing which also happens to be a bulk of my reading choices.
Brand history and evolution of the positioning of brands with changing outlook and needs interests me a lot.
I continue to be actively involved in sport, something I’ve enjoyed all my life. I am a trained micro-light pilot and a certified deep-sea scuba diver. I tried and made time to keep this side active.
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2. What is Jockey’s internal process of coming up with a campaign?
At Jockey our approach to arriving at a campaign is quite structured and conventional.
All actions from the marketing team stems from stated business and brand objectives that are forward looking for a time period of 3 to 5 years.
A marketing plan with timeline / calendar is published internally once a year in line with the business objectives.
Specific campaigns are planned as part of the marketing calendar to address the desired consumer segment with collections and product categories. This plan is shared with all our agency partners to ensure complete alignment on objectives.
Each campaign is assigned to a team with a brand manager as lead to handle end-to-end management and delivery.
Most large campaigns are planned well ahead in time and content for the same is worked on close to a year in advance to the go-live date.
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3. Please tell us the story behind this campaign – Move performance wear?
The team has worked on the Move campaign for almost two years now.
After a successful foray into the athleisure segment, performance wear was a natural extension for the brand.
This campaign was to announce the launch and the briefing session with our agency essentially involved product presentation and talking the team through the silhouettes, features and price points. Our target consumers remained the same.
The creative route for this campaign came from a brainstorming session between the brand and agency teams.
We realized that most brands in this space position themselves as highly intense and competitive with products meant mainly for professional athletes.
After considering a few creative routes in this direction, we opted to communicate differently and chose to address the larger market making the campaign a lot more inclusive – exactly what Jockey has been doing over the years.
The campaign line ‘Not Just for Pros – Activewear for Everyone’ articulates this essence and the films feature everyday fitness enthusiasts going about their regular routine workout.
While the products in this collection are comparable with the best in the industry and deliver on all aspects, we chose to place this campaign in the personal space of self-discovery as against competing with the rest of the world.
We chose a varied set of fitness activities that were personal as against being competitive team sports to be featured in this campaign.
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4. How the dynamics of video advertisements has changed in 2020? How can brands keep up with this?
I don’t believe that the dynamics of video advertising has changed dramatically in this one year. Of course, with the pandemic upon us content production of any kind has become more complicated given the travel restrictions and safety precautions that are necessary.
But the response of consumers to video content has evolved steadily over the years, not specifically in 2020. This evolution is more in the space of how the content is served and not what the content is about.
We keep this in mind and design our aspect ratios, formats and duration accordingly while producing content.
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5. What advice would you like to give to our community members (budding marketers) when it comes to ad campaigns?
Increasingly, there is a desire among marketers to approach advertising as an independent creative exercise. In my mind advertising is a significant but small part of the entire marketing process.
I would urge young marketers to view and approach campaigns closely in connection with business objectives, brand positioning and consumer insights. Add to this a spark of creative idea and expression, you create magic.
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6. Who is the team behind this campaign ?
Director: TJ O’Grady Peyton
Production House: Ten Films
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Pritam Shettigar, Shahid Sheikh
Account Management: Debarjyo Nandi, Nivedita Lahiri, Shubhrav
PhateBrand Team: Gaurav Banerjee, Ponnappa Appaiah
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