Jealous 21's all new, bold 360 degree campaign!

Jealous 21, the contemporary fashion brand for young women, believes in the inherent strength of every woman –that she is independent, bold and with a mind of her own. Jealous 21 is a manifestation of the unapologetic stance of the young girl of today, empowering her to stand up for what she believes in and arming her with confidence, style and independence. This season, Jealous 21 presents a racier, trendier and sexier avatar in a 360 degree campaign that includes TVCs, print, digital and outdoor work. Highlighting, of course, the brand’s key message “BUTTOUT” by talking about today’s independent, carefree women.

The TVC shows a woman putting on her Jealous 21 jeans while talking about how she isn’t concerned with society’s opinion of her. She’s smart, independent, with her own style. Brilliantly positioned to reflect the attitude of women like her, while describing an amazing collection of jeans, the TVC also makes it a point to tell narrow-minded boyfriends, insecure ex-boyfriends, overprotective parents, judgmental neighbors, pretty much the whole world actually, to watch out. The print and online campaigns follow along on the same lines.

Commenting on the new communication campaign, Shibani Mishra, CMO, Indus League said, “We believe that the new woman is independent and self governing. The brand, in line with the attitude of the current generation, talks about how clothes reflect an individual’s persona.”

Speaking about the new communication campaign, V.S. Srikanth, CEO, Bates CHI & Partners said, “The television commercial was crafted around the attitude of the brand that matched the attitude of today’s young women, who are independent and carefree and can take a stand for themselves in the society. It is a nod too to the change in the fit story—going from denim wear that complements a woman’s shape to one that accentuates it. I’m confident that this campaign will strengthen the brand’s image as one that caters to women who are fiercely independent and unapologetic about it”.