Fisheye Creative Solutions has bagged the creative duties to work on four campaigns for Levi’s. It is currently working on the Live Unbuttoned Campaign featuring Akshay Kumar. Industry estimates put the size of this business close to Rs 4-5 crore. It may be noted here that JWT continues to be the AOR for Levi’s and has worked on the earlier Live Unbuttoned campaign with Akshay Kumar. Fisheye is working with Levi’s on a project to project basis.
The other projects include the launch of Levi’s Innerwear, a campaign for Tarun Tahiliani’s line for Levi’s, and a brand extension project. The size of these three campaigns together should be significant going by the nature of the projects. It is learnt that there was no formal pitch on Levi’s and the client had approached Fisheye. The other three projects were signed later, based on the work done by Fisheye on the Live Unbuttoned campaign.
Commenting on the win, Dave Banerjee, Strategy Head & CEO, Fisheye Creative Solutions, said, “Since I returned to India, I’d been looking for a maverick as a client. And it sure looks like we have found that client in Levi’s. It’s rare to find a client in India who has the willingness to experiment and the nerve to fail. Shumone (Chatterjee, Country Manager, Levi Strauss & Co, India Pvt Ltd) and his lieutenants have the knowledge, the willingness and verve to break new ground. I have no doubt in my mind that we will do some exceptional work on their legendary brand.”
Robert Anthony, Creative Head & President, Fisheye Creative Solutions, added, “Levi’s is a legendary brand. It deserves communication solutions that justify its legendary status. Our intent is to create a pool of world-class talent – be it a photographer from Dubai, a retouching house in Prague or a social scientist in Bangalore – and generate a whole bunch of new ideas, ideas that reflect the same originality as the brand.”
For the first campaign, the media vehicles would include press, outdoor, in-store communication and viral.
Fisheye is an eight-year old outfit providing creative communications solutions to solve client’s internal and external communication challenges. It has worked with clients such as AOL, Madura Garments, WorldSpace, J&K Bank, Mid-Day, Tesco, Indian Terrain, The Bombay Store, Apollo Hospitals, Urban Yoga, Wipro, and Raymond, among others.