It is learnt that Levi’s has roped in Bollywood star Priyanka Chopra for its Diva range of jeans. It may be recalled that earlier Sushmita Sen had been used to advertise the Diva range. This is the first time that Chopra has been roped in to endorse the brand, which already had had big names, including Akshay Kumar, for the Levi’s Unbuttoned campaign, Kangana Ranaut and Deepika Padukone to name a few.
Talking about the campaign, Rajesh Gangwani, Senior Vice President, JWT, said, “The Diva range is aimed at youthful Indian women, who have an independent streak and make their own rules. This was well portrayed by Sushmita Sen earlier, who is known to be fiercely independent. This time around, the Diva range is pitched as a party wear with its funky designs. Priyanka Chopra, known for her glamour and fashion quotient, is also known for her feisty and youthful connect. She is truly representative of the woman of today and also embodies the qualities that Diva range reflects.”
He further said, “The campaign shot in Malaysia brings out the Diva ‘Rule’ tagline, where Priyanka is shot in the night with her friends celebrating being free spirited.”
The Diva collection has been designed by ace designer Tarun Tahiliani and is high on bling and fashion meter. The posters in stores are already out and the print campaign will break soon in the market.