For Levi Strauss & Co. in India, Denizen is not just any other launch. This is the first time in Levis’ history that a brand has not been launched in the US, and better still, amongst the chosen markets of launch, is India. Denizen replaces Signature, and agencies Madison Media and JWT India have worked in creating awareness around this new brand.
Levi officials explained that even as Levi Strauss Signature was doing well, the intensity of competition was increasing with several international brands and low-priced players entering the market. At the same time, consumer trends were changing to reflect global trends. There was hence a need for a new global brand, targeting the mass jeans-wear category in the fast growing economies such as India.
“Denizen is a new global brand targeted at the new generation. Its target audience is 18-28 years, male and female. It taps into the deep jeans-wear expertise of Levi Strauss & Co. to craft perfect-fitting jeans for the new generation. Our brand personality is inspiring and inclusive,” said Sanjay Purohit, Managing Director, Levi Strauss India Pvt. Ltd.
Levi Strauss is clear that Denizen’s marketing strategy would be different from its previous brands. Arvind R P, Marketing Controller, Denizen, Levi Strauss India said, “Denizen is a new global brand for the new generation. Global insights -- be it in terms of consumer, products, retail or marketing, will be leveraged for this brand. From a consumer perspective, Denizen will be an enhanced brand offer, enhanced range of fits for both men and women and world-class retail experience, all at competitive prices.”
With Madison as their media agency and JWT as the creative partner, Denizen has launched a new TVC featuring brand Ambassador Imran Khan.
Apart from the objective of transitioning Signature consumers to Denizen in India, the move will also seek to bring in new consumers. For this, a multi-pronged communications strategy approach is being used, a key pillar is mass media television advertising, which will break soon. 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.
Given the target consumer profile for this brand, mass media – television, plays a crucial part in the marketing mix. Apart from significant investments in the television medium, radio and online/ digital space will also play critical roles. There is also a very interesting initiative by this brand. To connect with the new generation of consumers who have inspired the development of the Denizen brand, the brand launched Denizen, a group of ‘ambassadors’ who represent the spirit of the Denizen brand. They will share their experiences of the new brand on various social media channels over the next 100 days – as well as their thoughts on various life themes that speak to the new generation.
Though the marketing spend is not disclosed, the company aims to spend whatever is needed in marketing to ensure that their brand value is communicated in alignment with their brand and corporate strategy.