Ad Campaigns
L&K Saatchi & Saatchi creates ‘#Fitslikeasong #Feelslikejockey’ TVC campaign
MUMBAI: L&K Saatchi & Saatchi has created a new campaign for Jockey India in the “Feels Like Jockey” series. The first campaign was created in 2016 and showed men and women dancing to Nina Simone’s “Feelin’ Good” showcasing the idea that when you are wearing Jockey you are so comfortable, you can’t help yourself and break into a dance. The new campaign takes this idea ahead beautifully with new situations and different environments and another classic song to dance to, ‘Fever’.
The films show men and women going about their typical routine day when they get into their headspace, a comfortable space thanks to their Jockey innerwear, and break into a dance, oblivious to where they are. The films feature contemporary dance moves mixed with freestyling and street dance including jookin, and are choreographed by Ayesha Orange known for her work with Austin Powers movies. The films have been directed by Hans Emanuel and shot in Los Angeles, CA. Two of the five TVCs are already on-air and online.
Talking about the campaign, L&K Saatchi & Saatchi senior vice president Debarjyo Nandi said, “An idea that ‘fits like a song’ with the product and the brand, an all-time classic song, iconic American locations, amazing dancers, a celebrated choreographer, a relentless cinematographer, an energetic director and an ever supportive client, all the ingredients that could have only created magic!”
Jockey India president, sales and marketing M C Cariappa said, “The ‘Feels Like Jockey’ campaigns are created to strengthen the core proposition of fit and comfort of our core range of men’s and women’s innerwear while ensuring the brand continues to build relevance and affinity with the youth."
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.
