Deepika Padukone grooves to 'Auva Auva' for Levi's, says 'it's all about taking the first step'

After the announcement of Deepika Padukone as brand ambassador, Levi’s has rolled out a campaign featuring the actor. 

 

Titled ‘When you take a step, we all move’, the campaign celebrates the spirit of women and their collective journey of inspiring each other through authentic self-expression.

 

Conceptualised by Spring Marketing Capital, the campaign consists of a film which is set to the tune of the Bollywood song, ‘Auva Auva'. Padukone features alongside other women in the film, who together, get confidence in what they want to achieve after taking the first step. As each woman finds confidence and comfort, it inspires people around her to join in and move with her.

 

Saikot Das, marketing director – South Asia, Middle East and North Africa, Levi Strauss and Co, said, ‘‘The campaign is an ode to the collective movement of women who are moving ahead with strength and shaping a massive cultural change. It’s great to have Deepika as part of the campaign as she embodies what it means to inspire generations to fearlessly chase their dreams and pursuits – a perfect fit to our campaign message ‘When you take a step, we all move’. Through our campaign, we believe we’ll be able to establish a strong connect with our consumers, influence and accelerate the women’s business, further strengthening our leadership in the market.’’

 

Apart from the main film, the TVC will also be curated into multiple renditions to run across media platforms. Along with the film, the campaign will also run on print, broadcast, and digital.