Top Story

e4m_logo.png

Home >> Advertising >> Article

Ad Review: Imran helps Levi’s wash off its Signature

01-June-2011
Font Size   16
Share
Ad Review: Imran helps Levi’s wash off its Signature

Client: Levi Strauss
Brand: Denizen
Agency: JWT
Medium: television

The Brief:
The TVC, featuring Imran Khan, is targeted at the new generation. Since the brand’s target audience is 18-28 yrs male & female. It taps into the deep jeanswear expertise of LS&Co to craft perfect-fitting jeans for the new generation of consumers.

The Final Product:
The film features a girl and Imran in a launderette. Both of them put their jeans, which have the Signature tag on them, for a wash, and when they take the jeans out it becomes Denizen.

Commenting on the ad, Sanjay Purohit, Managing Director, Levi Strauss India, said, “With the objective in India of transitioning Signature consumers to Denizen that will also bring in new consumers, a multi-pronged communications strategy approach is being used. A key pillar is mass media television advertising, which is features Imran Khan, the brand ambassador for denizen. Another pillar is retail in-store advertising followed by investments in digital and outdoor. The brand ambassador Imran Khan will feature in all these communications.

Denizen is the next evolution of Signature, be it in terms of product, retail or marketing. It aims to deliver to growing consumer aspirations which are increasingly reflecting global trends and also strengthen the position of LS&Co in the mass jeanswear category.”

Xpert Comment:
Rajeev Raja, NCD, DDB Mudra Group, shared his view on the campaign, “It‘s the usual boy-girl tale, with the girl pulling a fast one on the boy. It also clearly communicates the name change of Levis Signature to Denizen. All in all a cute commercial; certainly not an idea that makes me sit up and say: ‘S#%t, I wish I had done that’. Also wonder why the commercial was set in a Laundromat since it doesn’t exist in India. Still, nice track, nice mood, nice boy, nice girl, nice ad.”

Our Take:
The campaign has a youthful exuberance about it. The music, cast and everything about it is bang on when it comes to the kind of audience they are targeting. It very adequately shows the transition from Signature to Denizen, and in an interesting manner too.

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.