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Bates Chi & Temple, Bangalore creates a new campaign, Jealous 21 - 'Butt Out'

Jealous 21, a contemporary fashion brand, is a manifestation of the independent, unapologetic and confident stance of the young woman of today. This season, Jealous 21 presents a racier, trendier and sexier avatar, with the focus shifting from denim wear that fits well, to denim wear that flatters a woman’s figure.

The campaign puts this devil may care attitude of today’s emancipated woman front and centre. The 360° campaign that includes TV, print, digital and outdoor, tells narrow minded boyfriends, insecure ex-boyfriends, overzealous governments, overprotective parents and judgemental neighbours to well… shove off.

Manmohan Anchan, Chief Creative Officer, Bates CHI & Partners said, "Independent and carefree, today’s young woman can take a stand for herself in society. This campaign holds up a mirror to her attitude and in doing so, strengthens the brand image that portrays women as spirited, self-governing individuals."

VS Srikanth, Chief Executive Officer, Bates CHI & Partners said, "The campaign is an attempt at revamping gender stereotypes. It is equally a nod to the Jealous 21 product story undergoing a shift—with the focus moving from denim wear that complements a woman’s shape to denim wear that accentuates it. The brand has a bold new outlook. And the campaign excels at bringing it to the fore."


Client: Indus League, a division of Future Lifestyle Fashion
Creative Agency: Bates Chi & Temple
Creative: Bates Creative team
Creative Director: Manmohan Anchan
Planning: V.S Srikanth
Producer: RU Films
Director: Ravi Udyawar
Print Campaign
Photographer: Tarun Khiwal
Production: Karma Models


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