Inner wear major Jockey India is retiring its half boy logo, associated with it since a couple of decades, to make way for a new unisex swivel logo, to align its brand positioning and communication with parent company Jockey International Inc and also acknowledge their expanding base of women consumers. Women’s inner wear contributes over 17% of Jockey’s sales in India.

A jockey print ad that will be launched towards the end of this month

Backed by a hike in its ad spend, the company is launching its new campaign across major publications, including regional language ones. The company has raised its advertising budget by 23% this year and is looking to move to mass mediums such as television and radio by the next financial year.

The inner wear brand is also likely to sign on a celebrity to endorse its range of women’s inner wear in the next financial year. “We are evaluating our options. But I have to say that we are keen on finding someone who will be a perfect fit with the Jockey," said Nischal Puri, general manager (marketing), Page Industries Ltd, which manufactures and promotes Jockey in India.

Internationally, though, the brand has steered clear of celebrity endorsers, except for Australia and New Zealand, where it roped in New Zealand rugby player, Dan Larnier to endorse their men’s range of inner wear.

“With the growth in economy and rising disposable income, it is clear that consumers are going to move up the value chain. So it is imperative for brands such as Jockey to launch more derivatives of existing products and inform consumers through marketing campaigns," says Sreesankar R, Head, Research, IL&FS Investsmart Ltd, adding that the company’s decision to change the logo and brand positioning was a clear indicator that the brand was looking to reach a broader audience.