Jealous 21 denim wearers say shove off in new campaign from Bates Chi & Temple Bangalore
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 new campaign by Bates Chi & Temple Bangalore 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 added, “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.