Page Industries Ltd, the exclusive Indian licensee of Jockey International, has introduced a new women’s innerwear campaign called Feels Like Me. Instead of leading with a single product claim, the campaign organises the range around the different roles a woman plays during the day—work, travel, social plans and quiet time at home. The brand is framing innerwear less as a single hero purchase and more as a set of choices for different outfits, occasions and moods.
The campaign idea
The communication follows women through everyday situations and matches each one to an innerwear style. It highlights seamless bras that stay discreet under fitted clothing, options designed for different necklines, everyday comfort and support, and more dressed-up pieces for special occasions. Each product is shown as a useful tool for a specific dress code or energy level, so no one style has to do all the work.
A shift from feature-led to moment-led
Innerwear advertising has traditionally leaned on support, fabric or fit. Jockey India is widening that brief to wardrobe context and personal routine. This is a segmentation move: rather than asking a shopper to pick a single best bra, the brand gives her reasons to think in terms of a small wardrobe of styles, each tied to a moment. It also moves the conversation from product superiority to wardrobe compatibility, which is easier to sustain across a large range.
For marketers, the shift is significant. It turns a functional category into a story about identity and daily confidence, which can increase the number of relevant purchase occasions and give creators more natural material to demonstrate.
The brand’s view
“comfort is deeply personal, and no single style can define what feels right for every woman or every moment”
Nihal Rajan, Chief Marketing Officer, Jockey India, said the campaign is meant to celebrate individuality and show the breadth of the range. His framing—“freedom and confidence to feel like herself, whatever the day brings”—puts the customer’s experience ahead of any individual product feature.
Media plan and availability
- The campaign will run across outdoor, digital, social and connected platforms.
- Influencer collaborations and lifestyle, fashion and product-led content will support the theme.
- The range is available at Jockey Exclusive Outlets, multi-brand retail stores, major marketplaces and Jockey’s official website in India.
What marketers can borrow
Brands with multi-SKU catalogues can use the daypart and dress code framework. Map each product to the moment it solves, then brief creators to show that moment instead of reciting fabric details. Jockey’s rollout will test whether moment-led messaging makes a broad innerwear range feel more shoppable and less generic, especially when broad media and influencer content work together.
Source: MediaNews4U
