Mudra Bangalore has won the creative duties of international innerwear brand Jockey. The win followed a multi-agency pitch which included almost all the top agencies in Bangalore. The size of the business is in the region of Rs 7-8 crore.
Joono Simon, ECD, Mudra South, commented on the win, “This is a great opportunity to work on a legendary brand like Jockey and outline a new vision for the brand in India. Especially in a market where retail is still in a nascent stage and has a long way to go, this will be an interesting category to work upon.”
Ranji Cherian, Senior VP, Mudra, confirmed the development saying, “It is a terrific opportunity to work, both from logical and magical end, on a global brand like Jockey.”
During the pitch, the agencies were asked to present their point of view on the brand. Simon spoke about the communication strategy, “We will be working on a brand campaign, which will bring out the differentiating factor of the brand. The campaign will be heavily led by print and at a later stage will also move to television.”