Denim brand Lee has onboarded popular actor Sara Ali Khan as its brand ambassador and launched a new campaign titled “Lee: Home of the Real Denim” to enhance its reputation among young audiences.
Through two ad films, Lee cleverly highlights the narrative “If it’s not Lee, it’s not Denim”. The campaign is filled with self-deprecating humor with fun, stylish, modern women at the forefront. Sara, bringing confidence and flavour to the ad, is seen making an entrance in comfortable denims from Lee, and thus makes the audience question their fashion choices and make a mental note to switch over to Lee. It’s both bold and straightforward, creating a lasting impression on the viewer.
Commenting on the campaign, Nitin Chhabra, CEO, ace turtle, said, “We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India. Sara embodies the spirit of Lee with her authenticity and flair. Lee’s legacy extends to over a century combining the heritage of denim with the contemporary ethos of embracing one’s true self. We are confident that the campaign will help to build on Lee’s brand equity and help us drive more customers to our retail stores and online channels.”
Sara likewise expressed her excitement, saying, “I am delighted to be part of Lee’s narrative, embracing its legacy and, more importantly, fueling a new denim fervour among the vibrant and diverse young consumers of India. It’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time.”
The first film is live on Instagram, Facebook, YouTube and Google apart from OTT platforms, and will run for a month. The second film will go live in January 2024.
