Levi’s is celebrating its 15 successful years in India and the apparel brand has launched a campaign, in association with Hungama Digital Media Pvt. Ltd., to celebrate the occasion. Spread over 10 weeks, the Levi’s ‘Change Your World’ promotion is a mega celebration with grand prizes at the end of it.
Speaking at the launch of the event, Shyam Sukhramani, Marketing Director, Levi’s India, said, "The ‘Change Your World’ campaign is truly a way to mark this milestone in the company's history. We owe our success to the army of Levi's® wearers who choose and wear the brand with a great passion. The ‘Change Your World’ movement seems to be the most appropriate way to give back to them."
The brand has picked Hungama amongst several agencies to reach out to the younger segment of the population and leave long-lasting impressions on their minds through a creative platform.
Commenting on the campaign, Salil Koul, Sr. Vice President, Hungama Promo Marketing, said “On the occasion of the Levi’s brand completing 15 years in India, we want to give the youngsters an opportunity to think creatively and make an impact on their world as well as those around them. The campaign gives them a chance to turn their dreams in to reality.”
Salil added, “It is due to our expertise in handling consumer promos and the ability to integrate mobile & digital spaces with promo marketing that has won us the account.” The complete promo is being run on Hungama’s proprietary shortcode 54646 and the backend system has been developed by Hungama Digital. The application developed by Hungama to handle the backend generates codes and the randomization application gives participants a fair chance of being selected. Besides, the consumer promo backend and logistics, Hungama will also be handling the On-Ground Activations for the campaign.
And what made Levis choose Hungama? On this, Sukhramani replied, “Hungama’s prior experience in running and managing large-scale activations, their effective approach to the inherent challenges, their back-end expertise, their prompt and responsive team and their willingness to collaborate with us on this experience, is what made us choose them as one of our key partners in this activation.”
On asking how does the campaign represent Levi’s, Sukhramani explained, “A pair of Levi's jeans often signifies a coming-of-age for the person wearing them. Several generations of youth culture have not only used Levi’s to say something about themselves as individuals but they have also poured their passion and energy back into the brand. The campaign celebrates this very same passion, provocative energy and potential of the youth, partnering with them, and encouraging them to -‘Change Your World’.
On expectations by the end of the country-wide activity, he said, “We hope that by the end of this campaign we would have given consumers in India one more reason to wear and love the Levi's brand!”
The campaign is divided into three parts. The first of these is the ‘Change Your World Fellowship’ initiative. Through this, 15 youngsters, who embody the personality of Levi's, will be identified through an online process, and given a cash grant of Rs 1 lakh each to turn their dreams into reality. The second initiative is the ‘Change Your World online music talent hunt’. The band behind the most popular track of all the tracks submitted to the Levi’s India website – levi.in - gets Levi’s to produce a music-video with them, featuring Priyanka Chopra – the current brand ambassador. They also get to go on a 3-city tour to popularize their sound, and thus change their world. The third involves upcoming art & design students in select cities being invited to showcase their expressions of how they’d want to change their world in the form of paintings and live art sessions conducted in key Levi’s stores.