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Tag: Levi’s

  • Theblurr brings on Sainath Saraban as co-founder and chief creative officer

    Theblurr brings on Sainath Saraban as co-founder and chief creative officer

    MUMBAI: Theblurr has announced the appointment of Sainath Saraban as co-founder and CCO. With a legacy of bold storytelling and a globally attuned creative lens, Sainath will lead Theblurr’s creative vision across markets, helping brands cut through noise with ideas rooted in insight, craft, and outcomes.

    Sai brings over two decades of creative leadership, having worked across India, the USA, LATAM, S.E. Asia, Europe, and Africa. His portfolio spans some of the world’s most respected brands including Pepsi, Bacardi, Coca-Cola, Nike, Levi’s, Amazon, Microsoft, and Hewlett-Packard with standout work like the iconic ‘Aaj kuch Toofani karte hai’ campaign for Thums Up.

    From his early days at JWT and McCann to becoming National Creative Director at Leo Burnett India, and later founding Simple Creative Inc. and Studio Simple in the U.S., Sai has continuously bridged cultural nuance with big-brand storytelling. His work as a Global Creative Director with Hewlett-Packard demonstrates that great ideas can travel globally while staying locally relevant.

    “Sai is not just a creative leader—he’s a global storyteller who speaks the language of culture, technology, and human truth,” said Theblurr co-founder & CEO Shamsuddin Jasani. “At Theblurr, where we combine AI with human intelligence, he will be key in driving creative excellence with speed and purpose.”

    Commenting on his appointment, Sai said, “Theblurr is the kind of agency I’ve always wanted to build a creative playground fueled by technology and purpose. From campaign thinking to platform storytelling, I’m excited to create work that is culturally alive, globally scalable, and commercially impactful.”

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  • FridayFictionFilms launches CSR films

    FridayFictionFilms launches CSR films

    Mumbai: FridayFictionFilms, the award-winning Indian film production company, has introduced a specialised filmmaking service for corporates engaged in social projects. Called CSR films, the service will bring FridayFictionFilms’ decade-old experience in handling social causes such as light pollution, parenting, language manipulation, child abuse, lesbian wedding and global terrorism.

    “Corporate films on social projects require specialised handling of narratives, one that tackles the cause as much as the project’s quantifiable and economic impact. These films not only report but also motivate businesses and the general public on issues they feel strongly about. CSR Films are our experience of over ten years of narrating issues through short films and creating tangible impacts,” said FridayFictionFilms CEO & founder Tanmay Shah.

    FridayFictionFilms has collaborations in place with prominent organisations across multiple sectors including IIM Ahmedabad, DDB Mudra, Levi’s, CWAS (Centre for Water and Sanitation), Shree Orthocare, Kalorex Group and Otsuka for CSR films. Over ten years, the production house has collaborated with 100-plus businesses on issues of climate change, poverty alleviation, education, gender equality, clean water and sanitation, and sustainable cities and communities using television commercials (TVC), animation videos, corporate films, CSR films, and short documentaries.

    The CSR films service will use a creative community-inclusive approach and utilise narratives such as stop-motion and animation to create impactful content for corporate social projects. Beyond the corporate projects, FFF will also use strategic partnerships with NGOs and corporations to facilitate fund-raising for projects, including government support where required. The company’s recent work for Setu Charitable Trust raised half a million rupees almost overnight for a community hospital in Gujarat. Today the hospital serves 400 patients every week.

    “With the explosion of video consumption in people’s day-to-day lives, we foresee CSR Films becoming impact measurement reports for CSR projects. These social reports will humanise social activities and foster relatability and inspire action among stakeholders,” added Shah.

    FridayFictionFilms social films have consistently reached wide audiences across platforms on YouTube, Facebook, and Instagram, with many of them traveling to film festival circuits and being shown at corporate events and social gatherings.

  • The Levi’s brand returns to Lollapalooza India 2024 with its iconic tailor shop

    The Levi’s brand returns to Lollapalooza India 2024 with its iconic tailor shop

    Mumbai:  The Levi’s® brand is bringing its legendary Tailor Shop back to Lollapalooza India 2024 at Mahalaxmi Race Course, Mumbai on 27 to 28 January 2024. After making an impact at the inaugural edition of the festival, the brand returns to the second edition offering exclusive designs and customizations for festival-goers eager to make a style statement.

    Teaming up with leading Indian artists, Aaquib Wani, Mira F Malhotra and Aniruddh Mehta, the Levi’s Tailor Shop unveils 15 designs inspired by music, moments & memories that will be available at Lollapalooza India 2024. Festival-goers have the opportunity to personalize their Levi’s® festival product, with limited-edition designs tailored panelling, heat press stickers, and screen prints —  expressing their individual style with Levi’s® iconic denim.

    Additionally, the Levi’s brand is bringing the Tailor Shop to the Artist Village at the festival, where performing musicians can add their personal touch to Levi’s® gear with these limited-edition designs.

    Levi Strauss & Co., SAMEA, VP & managing director Amisha Jain shared, “Levi’s has always served as a canvas for authentic self-expression, and our Levi’s® Tailor Shop presents consumers with a distinct and memorable experience where they can create one-of-a-kind pieces unique to their personalities. The response towards the Levi’s® Tailor Shop was overwhelming last year and we can’t wait to create unique stories and styles with festival attendees this year at Lollapalooza India 2024.”

    At Lollapalooza India 2024, the Levi’s brand hopes to connect with a new generation of fans seeking authentic brand experiences at the intersection of music and style & captivating a new generation of fans seeking authentic brand experiences. 

  • Lollapalooza India 2024 redefines the festival experience

    Lollapalooza India 2024 redefines the festival experience

    Mumbai: Following the resounding success of the Asia-first edition last year, the iconic, global multi-genre music festival Lollapalooza India 2024 is now gearing up for an even more exciting second edition with a steadfast community-first approach, curating a world of non-stop entertainment that is immersive, interactive, holistic and transcendental. Carrying forward its legacy, the iconic music festival has collaborated with leading global and Indian brands across various industries spanning auto, CPG, retail, beauty, fintech, and food & beverages industries to elevate the on-ground consumer engagement and festival experience surrounding the music.

    Scheduled on 27 – 28 January, Lollapalooza India 2024 will once again transform the iconic Mahalaxmi Race Course, Mumbai into a captivating haven for all music enthusiasts, showcasing an eclectic line-up of 40 plus renowned artists from around the globe across a two-day extravaganza. BookMyShow Live, the live entertainment experiential division of BookMyShow, India’s leading entertainment destination will spearhead Lollapalooza India as the promoter and co-producer for the festival’s Indian edition along with global producers, Perry Farrell and C3 Presents.

    Some of the biggest brands from the world and India including Budweiser Beats Energy Drink, Johnnie Walker Refreshing Mixer Non-Alcoholic, NEXA, RuPay, Levi’s®, Maybelline New York, CRED and Bisleri Vedica Himalayan Spring Water along with Maharashtra Tourism have come together to collaborate with Lollapalooza India 2024 curating integrated immersive experiences & unforgettable moments that resonate with the audience.

    Brand partners are investing heavily in festival experiences such as Lollapalooza India 2024 and other BookMyShow Live Intellectual Properties (IPs) towards marketing, curating on-ground live experiences that act as real-time consumer touchpoints where young, digitally savvy, spending audiences are present. Live events have become an integral part of the marketing mix across the board, even as brands in B2B or B2B2C industries are eyeing this space as a lucrative opportunity along with B2C brands, and this trend will remain unaffected as long there is a promise of quality and relevance. This has created an opportunity for like-minded brands across sectors to invest strategically in building salience and brand love through entertainment, which is a core part of the consumer’s ecosystem.

    Budweiser Beats Energy Drink as Co-Presenting Sponsor continues to honour Lollapalooza’s legacy with the main stage, the Budweiser BudX stage. This main stage at the festival will feature highly anticipated headliners Jonas Brothers and Sting, along with iconic artists who are absolute crowd favourites. Going beyond conventional partnerships, Budweiser is actively co-creating experiences at the music festival, as it joins the Lollapalooza India bandwagon once again. At Lollapalooza India 2024, Budweiser will launch ‘BudX Uncovered’, an initiative to spotlight breakout artists, with two surprise acts on its stage. Through the ‘Bud and Burgers’ initiative, top chefs compete to create burgers that pair perfectly with Budweiser beer, that festival attendees can vote for to crown the ‘King of Burgers’! The ‘Brew District’ will enhance the festival experience with immersive attractions like Bud’s iconic Ferris Wheel, a viewing deck for some Lolla-favs, tattoo and hairstyling stations, arcade arenas and more. Lolla attendees can also get featured on the Budweiser BudX Stage through the ‘Bud Cam’ and win attractive prizes.

    Johnnie Walker Refreshing Mixer Non-Alcoholic, also the Co-Presenting Sponsors for Lollapalooza India 2024 and a big advocate for progress, hailed the inaugural edition as exceptional. The Walkers & Co. stage this year, will feature headliners Halsey and OneRepublic while the vibrant Walkers & Co lounge will stand out as a space encouraging bold creativity, self-expression and a testament to the festival’s commitment to collective progress and innovation. Building on its ethos of empowering a community of walkers to always keep walking, this year, Walkers & Co. lounge is focussing on an interplay of interactivity and visually stunning displays created in collaboration with Aashna Malik, a multidisciplinary artist who uses a combination of traditional and digital media to investigate ideas of perception, distortion, immersion and experience. The Walkers & Co Lounge will give the festival goers a chance to dive into Cymatics Installation to feel the beats, see the ripples and let motion be their playful guide. Also part of the lounge is a Kinetic Wall that will give people a chance to dance to their heartbeats. The Tech Drum Circle will allow people to become part of a lively symphony through joyful sounds and movement, bringing the iconic Striding Man to life through rhythmic beats. Additionally, festival-goers will get a chance to personalise their merchandise through screen printing, giving them an unforgettable keepsake.

    NEXA, Maruti Suzuki’s premium retail channel and Co-Presenting Sponsors of Lollapalooza India 2024 are set to deliver an unparalleled festival experience with the premium ‘NEXA Lounge’. The elevated deck lounge will include reserved tables, a complimentary curated premium culinary and beverage experience, limited front stage access with an open bar, valet and exclusive festival shuttles to the entry point, between the performance stages and more. Music has always been an important pillar for NEXA and the brand will celebrate it through the specialised ‘NEXA Stage’ at Lollapalooza India 2024, featuring coveted international and home-grown artists such as Caribou and Eric Nam that Indian audiences are waiting for, with bated breath. NEXA cars customised in Lollapalooza themes carrying the vibe, culture and colours of the festival as they have taken over the streets of India across Mumbai, Delhi-NCR, Bengaluru and Pune amongst others in the run-up to the festival featuring a troupe of hip-hop dancers that electrified five iconic locations in each city, drawing massive crowds! NEXA also collaborated with renowned artist Anime who added an urban touch by creating a graffiti art canvas that perfectly blends NEXA’s brand ethos with Lollapalooza India. The lively journey continues with NEXA’s entertaining multi-episode YouTube series, ‘NEXA Car-a-oke.’ Hosted by Nikhil Kini, the series features engaging conversations with influential figures in the music industry, including Tsumyoki, Dhruv Viswanath, Gaia Meera, Frizzell D’Souza, Anoushka Maskey, Shaan Kambli.

    Iconic denim brand Levi’s returns to Lollapalooza India 2024 following the phenomenal response to their consumer engagement installations and activities at the festival’s inaugural edition. The one-of-a-kind ‘Levi’s Tailorshop’ is all set to be a crowd-favourite, community hotspot once again, unveiling 15 designs inspired by music, moments and memories in collaboration with renowned artists Aaquib Wani, Mira F. Malhotra and Anirudh Mehta a.k.a Big Fat Minimalist. Festival-goers have the opportunity to personalize their Levi’s festival product with these limited-edition designs through tailored panelling, heat press stickers and screen prints, expressing their individual style through Levi’s iconic denim only at Lollapalooza India 2024. Levi’s aims to elevate the experience at Lollapalooza India 2024, leveraging the festival as a strategic touchpoint to connect with a targeted audience deeply embedded in pop culture.

    Adding to the dynamic brand partnership roster at Lollapalooza India 2024 is Maybelline New York, the world’s leading makeup brand. Orchestrating a comprehensive campaign designed to captivate festival-goers, the brand’s focal point will be the ‘Makeup Playground’ — a never-before-seen immersive experience at the festival. This feature will showcase ‘Lolla Looks’ inspired by artists performing at the festival including Komorebi, Aarifah, Kavya and Mali, offering consumers an opportunity to explore the vibrant world of Maybelline makeup in the style of the festival. Maybelline New York will unveil a new makeup range, providing festival-goers with first access to the Tattoo Liner PLAY collection, featuring six bold, colourful and shimmery liners. Additionally, the brand will showcase the limited edition ‘Music Collection’, featuring favourites like the SuperStay Matte Ink and the viral sensation Superstay Vinyl Ink from its 2023 launch slate. This partnership reflects a shared vision of empowering young GenZ audiences through the freedom of self-expression, whether through music or make-up. Recognizing the pivotal role of music in self-identity and expression for its audiences, Maybelline New York aims to create an exciting playground to experience the world of New York trends and makeup, crafted for all.

    In keeping with Lollapalooza India’s promise of making sure that everyone stays amply hydrated at the festival, Bisleri Vedica Himalayan Spring Water has stepped in to not only provide hydration for all festival attendees but do it by creating luxe touchpoints for them. As a premium water brand, every on-ground brand interaction will be curated for a premium experience, featuring sophisticated water carts and a distinctive activation incorporating helium balloons synchronized with the tagline #FullOfAltitude. This innovative approach not only seamlessly integrates the brand but also introduces a vibrant blue hue to the artistic festival landscape.

    Another new addition to Lollapalooza India 2024’s exciting brand roster is CRED that will bring with it ‘The Claw’, a fun arcade game machine. The gameplay is straightforward where members can utilize CRED coins earned through bill payments to unlock an access token. Placing the access token into The Claw machine, can help commence play and discover the surprises destiny has in store for the player! CRED’s ‘The Claw’ promises enticing rewards including top-ups, vouchers, watches, accessories and intriguing cross-brand collaborations with other partners featured at Lollapalooza India 2024.

    Along with these brands, a Global Card payment network RuPay who helmed the early pre-sale window of tickets for Lollapalooza India 2024 will also engage with digitally-savvy audiences at the festival. RuPay Credit cardholders will get special access through exclusive aisles, special parking, additional discounts and unique experiences at the festival, in a bid to enhance the overall experience of the festival-goers.

    Spearheading Lollapalooza India as the co-producer and promoter for the festival’s Indian edition, BookMyShow, India’s leading entertainment destination, has been a driving force, presenting diverse live entertainment acts across various formats and scales, enhancing the live entertainment ecosystem. The entertainment platform itself has created an interactive installation space at Lollapalooza India 2024 which is a creative spin on Whack A Mole called ‘All The Right Moves’ that will feature the thrilling pit-stops one must have on their entertainment calendar in 2024 across music, comedy, activities and more! This engaging space will act as the ticket to entertainment with exciting offers on Lollapalooza India 2024 merchandise and the Lolla Food Park. The platform actively cultivates a digitally-savvy consumer base of young discerning audiences, seeking world-class experiences in music, comedy, performances, theatricals and more. This has opened avenues for brands to strategically invest in the heart of the entertainment ecosystem, fostering a community of relevant audiences.

    With the crème de la crème of global and Indian brands coming together to create the Lollapalooza India 2024 experience for consumers and fans alike, the world’s most diverse music festival is certainly one that is not to be missed. Featuring over 40 artists, four stages and over 20 hours of unforgettable live music, art and culture, Lollapalooza India will be a treat for Indians and Asians all across, offering not just music, but also a cultural experience of a lifetime with innovative culinary selections, art, gaming, fashion and much more to be witnessed in India.

  • Levi’s launches new campaign ‘For Now, For A Lifetime’

    Levi’s launches new campaign ‘For Now, For A Lifetime’

    Mumbai: It takes just seven seconds to turn a “yes” into a “no”, before a decision made from instinct gives way to logic, reason, and hesitation. Every experience born from saying “yes” opens something hidden within each of us, unlocking something new– from what moves us, what makes us and even what we can’t stand. Today, the iconic Levi’s® brand launched its campaign “For Now, For A Lifetime” that celebrates these moments and how they go onto be memories that stay with us, and ultimately shape each and every one of us.

    The brand’s “For Now, For A Lifetime” campaign captures what following your instinct looks like. The film, inspired by real-life moments and instances, starts with Deepika Padukone sneaking away from a set, hopping into an auto-rickshaw and disappearing into the night. Her impromptu adventure becoming the thread that ties together characters’ experiences from ordinary to extraordinary moments, capturing a spectrum of emotions from joy, to the rush, laughter, but also the calm and bittersweet.

    In pairing a dark denim shirt and lighter high-loose jeans or a perfectly coordinated, jumpsuit like look, Deepika Padukone brings a fresh & modern take to denim in this new campaign. Anchored by iconic product – timeless, but always on trend blue jeans, the for-all-seasons trucker jacket and a wide range of much-loved graphic tees.

    “The ‘For Now, For A Lifetime’ campaign is an embodiment of what it truly means to Live in Levi’s® and how our product is so deeply woven into our consumers’ lives. This campaign, featuring Deepika Padukone, is a celebration of moments when you can truly be your most authentic self. Enabling this for our consumers is what we strive to do, from how we create our product to how we bring it alive for our consumers,” said Levi Strauss & Co senior VP & managing director South Asia-Middle East, Africa and Non-EU markets (SAMEA) Amisha Jain.

    The campaign is a showcase of the brand’s new offerings. Expanded ranges of relaxed & baggy fits for men & women, Overdyed & coloured jeans play into consumers looking to denim as an extension of their self-expression. From cargo pants to chinos, varsity jackets to sweatshirts and pretty blouses for her to statement shirts for him, the Levi’s® brand continues to build on its product legacy and heritage while meeting constantly evolving fashion-conscious consumers with on-trend & relevant products.

  • Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

    Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

    Mumbai: Brand Factory, India's leading retail discount chain by Future Lifestyle Fashion is back with the country's annual shopping pilgrimage, ‘Free Shopping Weekend’ (FSW) from 4th to 8th December. Customers can shop from over 200 plus original national and international brands like Zara, Jack & Jones, Lee Cooper, Levis, Imara, ONLY, PEPE, Iktara, Adidas, Reebok, Skechers, Fila, American Tourister, V.I.P, Lino Perros, Lavie, Caprese and much more. This event offers the customers goods worth Rs 5,000 at Rs 2,000 only and returns the entire value in the form of free merchandise, gift vouchers and cash backs.

    Aiming to increase brand awareness and directing themselves towards strengthening the connection with customers, Brand Factory is going all out on its digital campaign. The retail chain will be sending over 1,00,000 customized invites in the video format, created by IdeateLabs, to each customer who has conversed with the brand, through various social media platforms. The entire marketing exercise has led to a large variety of user-generated content organically and has received a tremendous response.

    This integrated marketing campaign has roped in influencers across fields, gender, reach and demographics to raise mass awareness around its upcoming sale. Along with boosting awareness on personalization and Influencers marketing, Brand Factory ensured to be visibility to consumers across multiple touchpoints such as print, television, OOH, radio amongst others to connect with their target audience.

    Announcing the launch of the 4th edition of Free Shopping Weekend, Roch D’Souza Chief Marketing Officer of Brand Factory said, “Brand Factory is known to take alternative experimental approaches for its campaigns, and this time was no different. Free Shopping Weekend is one of our prime properties and also India’s annual shopping pilgrimage where people readily queue up to get the best deals on the best brands. In this spirit, we have launched a 360-degree marketing strategy including customizations, influencer trends in regional markets and digital platforms like Tik Tok to amplify the biggest shopping festival of the year. We have created over 1,00,000 personalized videos and messages for our brand followers while having strict deadlines was one mammoth task. The initial response of the audience is phenomenal. They have been surprised with the personalized approach which in-return is successfully generating numerous conversations and user-generated content. With FSW, we have enabled equalization among audiences. As always we are looking forward to having maximum footfalls at FSW.”

    Amit Tripathi, Managing Director, IdeateLabs commented, “Digital today is primarily about building conversations. Brands have the opportunity as well as resources to use various digital channels to connect with their customers effectively and engage with them in more personalized ways. A content approach that speaks to your desire of ‘hunt for the deal’ and weaving an impactful messaging around it, is the only way to gain consumers attention in a heavily cluttered world today. Team IdeateLabs has been involved with FSW since the launch, and this is the 4th edition of the event. Our focus was on maximizing our engagement with the entire loyal follower base of Brand Factory.  FSW is a concept which provides ‘value’ to the customers in terms of money, products as well as the entire shopping experience. And hence we stayed focused on reaching out to our existing audiences and at the same time communicating with new ones in a more meaningful manner and inviting them to the party of the year at FSW."

    Brand Factory presently has 103 store outlets across 49 cities in India such as Mumbai, Delhi, Bangalore, Kolkata, Orissa, Calicut, Mysore, Thiruvananthapuram, Gurajat, Bhuj, Guwahati, Ghaziabad, Mangalore, Hyderabad, to name a few.

    Customers can book their entry tickets on insider.in or through brandfactoryonline.com or visit the nearest Brand Factory store.

  • Levi’s celebrates equality with #ProudToBeMore Campaign

    Levi’s celebrates equality with #ProudToBeMore Campaign

    Mumbai: Levi’s has launches #ProudToBeMore campaign with the inspiring members of the pride community who have continued to defy the odds and accomplished more than what the society deemed worthy for them.  The stories capture the authentic journey of few brave people who believe life is much more than one’s sexuality. Levi’s has played a long role in supporting the LGBTQIA+ community by building and encouraging an inclusive environment.  

    The Inspirational and self-empowered stories show ‘Proud To Be More’ is more than just a statement. It is a philosophy, a lifestyle, that brings together these four self-assured personalities from different aspects of life. In a country where individuals are being labeled and reduced to their sexual preference and orientation – Onir, Sushant Divgikr, Priyanka Paul and Aravani Art Project and have shown various manifestations of a life that refuses to be put in a box. 

    They have built a life for them on their own terms, where they are proud of their sexual orientation, but that’s not it, they are proud to be so much more True to the campaign thought that emphasizes on the lifestyle, Levi’s acknowledges the barriers of perception and yet allows one to achieve greater values and refuses one’s identity to be limited to one’s sexuality.

    Levi’s Asia and MENA, VP Marketing , Karen Riley Grant, said,“The #ProudToBeMore campaign is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is a unique one. This campaign aims to celebrate those authentic individuals and their journeys. We hope to empower people to be proud, accept themselves for who they are and become an individual above their sexual orientation.”

  • Levi’s x stranger things fall/winter 2019

    Levi’s x stranger things fall/winter 2019

    MUMBAI: For Fall/Winter 2019, Levi’s® partners with Netflix’s hit series Stranger Things on a capsule collection that will include product for both men’s and women’s. Watch any movie or TV show from the 1980s and you’ll witness a decade awash in Levi’s®. And for contemporary proof of that, look no further than the Stranger Things series, which takes place during the 1980s. The show recreates every detail of that era, even down to the Three Musketeers candy bar wrappers. And since Levi’s® was a major staple of 1980s fashion, it makes sense that the characters would regularly sport a wide array of Levi’s® products.

    Working directly with the Stranger Things wardrobe team on their third season, Levi’s® leveraged their extensive Archives to help round out period-correct costuming for a wide range of characters in the show. The new season is set in 1985, a time when the Levi’s® brand’s massive imprint on culture and everyday style was as significant as it is today. The Levi’s® design team also worked with the show’s costume designers to create special, authentically replicated Levi’s® looks for two fan-favorites on the show: Eleven and Dustin. Not only will these full looks appear in the show, they’ll also be available for purchase as part of this summer’s special edition Levi’s® x Stranger Things collection. This July, you’ll be able to go into a store and buy a complete, authentically recreated Levi’s® looks worn by two beloved Stranger Things heroes. It really is 1985 all over again. 

    The two in-show looks include the Aztec Print Shirt and the El Pleated Jean worn by Eleven. In addition, there will also be a range of pieces that celebrate various elements of the show. Tees and sweatshirts with Stranger Things graphics and phrases, jeans and Truckers with hi-res character images, special edition Levi’s® sundries, like upside down patches and red tabs (a nod to the “Upside Down”, of course), and a one-of-a-kind Levi’s® Batwing tee that uses the Stranger Things title graphics. Basically, it’s one of the most beloved shows on TV, celebrating one of the most beloved decades of the 20th century, teaming up with one of the most iconic brands in the history of fashion.

    “Stranger Things – when this opportunity slid across my desk, my nose started to bleed. Getting to visit the set and work on some of the costumes with their amazing designers was another level of collaboration.”—Jonathan Cheung, SVP of Design Innovation at Levi’s®.

    The two teams partnered on a campaign that features the collection shot throughout the famed Starcourt Mall, the set and primary backdrop of Stranger Things Season 3. 

  • Levi’s celebrates collective power of women with #IShapeMyWorld Season 5

    Levi’s celebrates collective power of women with #IShapeMyWorld Season 5

    MUMBAI: This International Women’s day, Levi’s has unveiled the fifth season of the Levi’s #IShapeMyWorld campaign that celebrates the power of women, and their determination to inspire change. The new season is bigger, better and bolder as it beautifully weaves in 21 changemakers into a spirited music video that encourages women to shape their own destiny.

    The video features a prolific line-up of female personalities who have come together from different industries such as entertainment, fashion, sports, journalism and social change to celebrate the spirit of women empowerment. The campaign brings together industry icons like Swara Bhasker, Hard Kaur and Anjali Lama who return from previous seasons and new faces like Neena Gupta, Kubbra Sait, Sandhya Menon, and Malini Agarwal.

    True to the campaign thought that emphasises on the power of the collective, Levi’s assembled an all-female crew to execute this campaign and the track composed by singer songwriter Anushqa and rapper Hard Kaur.

    Levi’s India director marketing Meeta Bharvani said, “The #IShapeMyWorld campaign is driven by the insight that in a world that still tries to restrain women from achieving their potential by fueling insecurities about themselves; whether it is about her ‘body’ or her ‘being’; there are an increasing number of stories of women who took their chances and beat the odds.”

    “During the past 4 seasons of #ISMW, we drove inspiring stories of fearless women. This season we celebrate the power of the collective through women who are authentic, original and purposeful, all qualities that are inherent to the Levi’s® brand,” she added.

  • Levi’s celebrates women changemakers with #IShapeMyWorld Season 3

    Levi’s celebrates women changemakers with #IShapeMyWorld Season 3

    MUMBAI: This International Women’s Day, Levi’s® celebrates the power of women and their determination to inspire change, with the third edition of its successful #IShapeMyWorld campaign.

    The stories featured in the last two seasons have touched hearts and have helped the campaign take the shape of a movement that unites diverse women- by inspiring them with powerful stories of unstoppable women who have shaped their world on their own terms.

    Award winning actress Parvathy T K has been viciously trolled and threatened on various online platforms for questioning misogyny in her craft, cinema- and it’s impact on the audience. Her story is one of resilience in her fight towards challenging the status quo, in the effort to make a better world for women around her.

    In her journey from a homemaker to a celebrity Chef, Shipra Khanna has redefined her world by transforming a passion into a very successful career.

    Against the background of a difficult and unhappy domestic life, she turned her life around by making cooking her passion and focus. Her story of taking control of her destiny is one of hope and grit which will inspire numerous others.

    A contemporary Bollywood Actor, Swara Bhaskar believes in speaking her mind. Very few are as frank as her about the reality of the Hindi film industry.  She has been active and vocal about existing stereotypes in the Hindi cinema right from gender discrimination; to pre-defined characteristics of a typical actress; to the portrayal of women in the society. Her belief in rising above fear and speaking out is what shapes her story.

    Entrepreneur and Founder of YourStory, Shradha Sharma who was born in Bihar at a time when a girl child was termed a liability. She proved instead, to be a woman of steel. Shradha channelized the loss she felt at  the passing away of her closest friend and confidante, her mother, to create a platform for women to share their stories of struggle and success-  in 12 different languages. The process healed her and enabled her to create a world of opportunities and hope.

    Known for her unconventional film choices, Bollywood Actor, Radhika Apte does not believe in following norms laid down by others. She does not want to simply fit in; she will not follow a certain practice unless it resonates with her.  She did not let controversies pull her down or define her being. Radhika continues to believe in herself and accepts whatever makes sense to her. She shapes her very own, bold world.

    Levi’s® India, Director Marketing, Meeta Bharvani says, “The #IShapeMyWorld campaign is driven by the insight that in a world that still tries to restrain women from achieving their potential by fueling insecurities about themselves; whether it is about her ‘body’ or her ‘being’; there are an increasing number of stories of women who took their chances and beat the odds. Our objective is to drive compelling stories crafting a narrative that celebrates ‘her’ choices that ultimately shape her world, in the spirit of authenticity, originality, and purposefulness that is inherent to the Levi’s® brand.”

    This year Levi’s® is going a step further by taking this campaign on the ground with a Live session. The Live session will see two of these inspiring women in an intimate conversation with a curated set of audience adding on to these power-packed stories.