Levi Strauss & Co., the American clothing company known worldwide for its Levi’s brand of denim jeans, has named Bollywood actor Deepika Padukone as its global brand ambassador. The iconic American denim maker, which debuted in India 25 years ago, and has had a rough sales patch over the last two years, hopes to find its alter ego in Padukone, who in tune with the core brand values of the denim brand, could help the brand widen its appeal among women.
In order to attract the next generation of women consumers with relevant fashion-forward offerings, Levi’s is taking the next step in its journey by projecting Deepika Padukone as its persona. Padukone is widely seen as representing and inspiring a culture of sisterhood and celebrating the spirit of women and individuality. With the campaign, Levi’s aims to reach women globally with the message ‘When you take a step, we all move’.
The television commercial (TVC) is set to the tunes of the classic ‘Auva Auva Koi Yahan Nache’. As part of the visual montage, the film features Padukone alongside diverse women from everyday walks of life, “dreaming, believing, and taking the step with confidence to live their next big thing”. As each woman finds confidence and comfort in expressing their pursuits, it inspires people around her to join in and move with her.The TVC will also have multiple renditions to run across a number of media platforms and the campaign is being nationally rolled out using a mix of print, broadcast, and digital.
Saikot Das, Marketing Director – South Asia, Middle East & North Africa at Levi Strauss & Co, said, “The campaign is an ode to the collective movement of women who are moving ahead with strength and shaping a massive cultural change. It’s great to have Deepika as part of the campaign as she embodies what it means to inspire generations to fearlessly chase their dreams and pursuits – a perfect fit to our campaign message ‘When you take a step, we all move’. Through our campaign, we believe we’ll be able to establish a strong connect with our consumers, influence and accelerate the women’s business, further strengthening our leadership in the market.”
Welcoming Padukone on board, Sanjeev Mohanty, Managing Director (South Asia and MENA), Levi’s, said, “With her on board, we are confident of strengthening the brand further, especially when we are strongly focusing on leading the women’s category.”
On being the first female celebrity to endorse the brand in India, Padukone said, “I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands.”