Levi's has launched a campaign to mark the completion of 15 years of the brand’s existence in India.
Titled “Change Your World,” the campaign aims to reach out to consumers through varied forums such as music, art, or symbols of Americana. As part of the promotion, the company plans to identify 15 youngsters who they believe best embody the brand’s personality, and will bring about change in their own way, in their worlds. Levis says it proposes to then support these individuals with grants of Rs.1 lakh each to help turn their ‘Change Your World’ dream into reality.
Shyam Sukhramani, marketing director, Levi's India, said, "The journey over the last 15 years has been absolutely great. Levi's has had memorable moments that are etched in our minds. The ‘Change Your World’ campaign is truly a marvelous 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 sense of passion. The ‘Change Your World’ movement seems like the most appropriate way to give back to them."
The company says it will identify one promising band who will get a shot at fame and glory, by getting them a Levi's produced music video featuring Priyanka Chopra, and a chance at a three city tour. It is also promoting new age musicians on its website, www.levi.in
. In addition, Levi’s has also collaborated with Chevrolet and Apple to offer consumers giveaways as a part of this promotion.
The Levi's ‘Change Your World’ campaign has been conceptualized by JWT, and shot and directed by renowned photographer Bharat Sikka. The music leg of the campaign is being managed by OML Records. The digital leg of the campaign has been conceptualized and managed by Interakt Digital Solutions. As part of the campaign, customers of Levi’s this season will get a bonus card for every Rs.1000 spent at Levi’s. The customer would have to SMS the code on the scratch card to 54646 to get a chance to win from the amazing customized gifts on offer.