Bates CHI & Partners Tells Prudes to Butt Out for Jealous 21

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 campaign 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 judgmental 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 said: "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."