Levis Strauss India has roped in ‘Om Shanti Om’ star Deepika Padukone as national brand ambassador for its brand Levi Strauss Signature. The denim brand has also unveiled a new contest titled ‘Dart to Win’ that would provide an opportunity for Padukone’s fans to meet her in person.
ATP Ramani, Business Head, Levi Strauss Signature, said, “Our association with Deepika is a perfect brand fit and we are delighted to partner with her. She signifies style, good looks, youth, fun, and all other attributes that resonate with our brand values and positioning.”
Ramani informed that the company had already signed in Padukone way before the release of ‘Om Shanti Om’, and that a decision was taken to extend the association with her after her escalating fame post the release of the movie.
JWT, which is the creative agency for Levi Strauss, has recently aired a commercial featuring Padukone as the protagonist. Mindshare is the media agency for the brand.
Since the brand offers a range of casual outfits, its marketing strategy is to target the college students. “Jeans and casual wears are products that are evolved from colleges, and keeping this in mind, out core strategy is to target young college goers, and anybody who wishes to have the youthful feel in life,” explained Ramani.
Levi Strauss has 23 exclusive stores in India and has its brands available across 600 multi-brand outlets, and its objective is to be the largest jeans and casual wear brand in India. The brand has a strong international presence as well, with its offices spread in 106 countries across the world.