News

Figure-hugging denim brand tells Indian society to ‘butt out’ of women’s personal affairs

A denim brand has attempted to tap into the growing awareness of women’s rights and personal freedoms in India with a campaign to promote a new range of jeans that accentuate a woman’s bottom.

Jealous 21

The campaign for Jealous 21, created by Bates CHI & Partners, calls on society to “butt out” of women’s affairs, and stop judging how women dress.

The chief creative officer behind the campaign, Manmohan Anchan, said the campaign “strengthens the brand image that portrays women as spirited, self-governing individuals.”

Jealous 21 ad

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing