Jockey Woman: India Launch
Repositioning a menswear name for India's women's intimatewear market.
Context
A WATConsult Bengaluru mandate. Jockey Woman launched in India to move the brand beyond its menswear perception and capture the growing women's intimatewear market.
Problem
Jockey was read as a men's brand. The sub-brand had to earn relevance with a modern female audience without sounding preachy or borrowed.
Thinking
A friendly, positive tone built on the line "Jockey Knows Me," positioning the brand as something that understands women's distinct bodies and everyday needs rather than lecturing them.
Execution
Digital-first work across the #KnowsMe and #BrasAsVersatileAsIAm campaigns, mapping product lines to real moods, routines, and occasions, with influencers engaging followers through doodles, poems, and travel stories rather than scripted endorsements.
Outcome
The work gave Jockey Woman a distinct voice in a crowded category and a clear path from social engagement to commerce.