Jockey launches JKY Groove Drop with a focused integrated ad campaign targeting Gen Z

Jockey has just launched the second installment of its rapidly expanding athleisure brand, JKY Groove, and it features an aggressive integrated advertising campaign targeting the heart of Gen Z consumers. The new winter-ready line announced by Page Industries Ltd., the exclusive licensee of JOCKEY International Inc.

The new JKY Groove drop is structured in accordance with the dynamic fashion preferences of youthful customers, with a collection of contemporary fashions in trend-following colours. New iterations of classic items are added to the collection, fresh to both girls and boys, such as oversized T-shirts, hybrid sweatshirts, wide-leg trousers and utility-based items.

To Gen Z, fashion has evolved to be not only about comfort but has ended up being versatile and identity-conferring. JKY Groove reacts to this change by providing versatile designs that could be easily dressed up in college, work, travel and social environments.

In commenting on the launch, Nihal Rajan, Chief Marketing Officer, Jockey India, mentioned that the new drop is an extension of the good momentum that JKY Groove has managed to build among the youthful consumers. He included that bolder silhouettes, a new colour palette and functionality are a definite move in the right direction towards Jockey becoming a modern lifestyle brand.

The Groove story is captured by a vibrant brand movie and the creation of storytelling to bring to life the Groove narrative through the identification of cultural tinges, contemporary styling, and the combination of comfort and fashionable design of the collection.

The recently introduced JKY Groove can now be found in the stock of select Jockey Exclusive Outlets, in the mainstream market, on jockey.in, and targeted markets in major metro cities.

Let’s go through the very important benefits of an integrated ad campaign:

Stronger Brand Recall
Integrated advertising will be conducted so that the message is transmitted uniformly in all the channels, so that the audience can recall the brand better and longer, whichever channel they come across it.

Unified Brand Storytelling
Integrated campaigns developed by harmonizing digital, social, film and in-store communications are coherent and cohesive, whereby the message is not divided and separated.

Higher Audience Engagement
Engaging consumers via more touchpoints makes the brand more relevant and interactive, and allows brands to connect with audiences at locations where the consumer is already spending their time.

Improved Media Efficiency
Platform cooperation, rather than siloing, allows better ROI by making brands increase impact without overlapping efforts or expenditure.

Deeper Cultural Connection
Incorporated campaigns enable brands to reach cultural clues and consumer behaviour in a better way, creating authenticity and emotional connection with target consumers.

If you want advertising campaigns across multiple platforms for your brand, then Excellent publicity can help you achieve your objective.

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