Dollar gets Saif Ali Khan to show off the 'banyan tree' for tourists

Dollar Industries has announced the appointment of actor Saif Ali Khan as brand ambassador of its Lehar range of products. Along with the announcement, a film conceptualised by Lowe Lintas has been released.

 

The film is set in Rajasthan and shows a bunch of tourists asking an old tour guide about a banyan tree. The guide seems to be clueless about their request which causes the tourists to attack him. Khan, who is in the background, spots this and comes to the old man's rescue. He gets his very own banyan tree by climbing a tree wearing a Dollar banyan (vest). 

 

Vinod Kumar Gupta, managing director, Dollar Industries, said, “The lines of distinction between top metros and the rest of India is fast blurring when it comes to making a fashion statement. Increasing disposable incomes coupled with the aspiration to look as stylish as their metronome brethren cuts across tier two and tier three cities. As India’s homegrown innerwear brand, we decided to create a level playing ground for both our premium and economy segment and therefore we needed a communication which would appeal to these new evolving consumer segments who aspire for value-for-money fashion. The first step in that direction was to rope in Mr Saif Ali Khan to add to the style quotient of Dollar Lehar and then have a communication that would reflect his uber-cool persona through a witty plot and a memorable execution in the campaign mastiki lehar." 

 

Sagar Kapoor, chief creative officer - global brands, Lowe Lintas, said, “It was critical that Lehar be differentiated from Bigboss- the premium offering. Not only are the portfolios different but the same holds true for the two celebrity personas who represent the respective brands. Across his various movies Saif comes across as the quintessential Mr. Cool persona livening the world around him with his witty words and jovial actions. We creatively married his personality to the brand name to create a memorable communication. We are confident that the audience will enjoy Saif’s electric on-screen presence and relive the Masti ki Lehar.”

 

The campaign is running across print, TV, outdoor and digital. 

 

CREDITS:

 

Client: Dollar Industries

Creative agency: Lowe Lintas Kolkata

Director: Uzer Khan