Levi Strauss Signature is now dENiZEN, and who better to announce it to the Indian youth than Bollywood’s chocolate boy Imran Khan?
In this cute advertisement, Imran drops his Levi’s Signature jeans at a public walk-in laundry for a wash, sitting in his underpants. As a coy Monica Dogra (another customer) gyrates to the music, a baffled Imran looks on. The ad ends with Imran pulling out dENiZEN jeans from the machine, and enjoying the comfort they bring.
Our verdict: Cute advertisement, intelligent casting, good choice of music and even better chemistry.
PS: dENiZEN is a recently-launched mass jeanswear brand in Asia (especially for upwardly mobile youth from 18-28), and will soon be introduced in the US as well. The dENiZEN Spring-Summer line is available at dENiZEN and multi-brand stores across India. Denim bottoms range from Rs 799 to Rs 1399. Also available: casual tops and shirts.