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

01-June-2011
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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.

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