NEW DELHI : As part of its marketing strategy, Page Industries Ltd, the exclusive licensee of American brand Jockey, has increased its advertisement spending after a brief lull.
Last week, it launched a new campaign for its men’s premium inner-wear collection. In an interview, Karthik Yathindra, chief marketing officer, Jockey India, said the company is back to spending 4-5% of its revenue on ads.
The brand’s athleisure business gained traction during covid, he added. Edited excerpts: What was the impact of the pandemic on your brands? The impact was a lot more on swimwear brand Speedo than on Jockey for obvious reasons.
Swimming pools were shut across the country both for professional and recreational swimming. As far as Jockey goes, we were among the fortunate organizations where demand was in place, in fact, a lot more robust than normal.