Ad Campaigns
Jockey says play hard or don’t in latest campaign
MUMBAI: Leading American inner-wear, active-wear and leisure-wear brand Jockey, has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear.
Athleisure includes products like tracks, hoodies, jackets, t-shirts, tanktops, shorts and sports vests.
The campaign conceptualised and executed by L&K Saatchi & Saatchi includes TV, Print, OOH and will also use radio and digital media for engagement and activation.
The TVC is directed and shot by Mark Toia on the streets of San Francisco. Themed around ‘Play or Relax’, the film shows a vibrant day-in-the-life of a carefree and cool guy and a girl in the city, and how they easily switch between moments of relaxation and active play while being comfortably fashionable.
The print and OOH creatives were shot in Los Angeles. It urges you to try harder, but it also tells you it’s fine if you don’t. Jockey Athleisure is made for both.
Jockey India president of sales and marketing MC Cariappa says, “Athleisure marks the official foray for Jockey India into outerwear which is an extremely relevant and highly potential category especially in India where the larger population indulges in casual sports to stay active while wearing activewear for casual hangouts. The campaign strengthens the Jockey brand imagery while signalling the exciting new range.”
L&K Saatchi & Saatchi senior vice president Debarjyo Nandi adds, “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”
Although the film is already on-air and online, the OOH and print are scheduled to break in a week.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
