Elevating stories

From introducing denim to the fashion world to being a global brand, Levi’s has come a long way over its 140-year-old journey, in not just holding a large market share but also narrating the best stories and setting trends.

Trends in the denim industry have changed over the course of time and so did the communication of the brand, but what did not change is the upbeat tone and contemporary lifestyles of people who wear jeans. Throughout, the brand has had a very young and fresh approach in all its campaigns.

Be it the first kiss, weekend outing with friends or college days, Levi’s has narrated numerous stories outside the wardrobe; it has portrayed lifestyle and the story behind the denim – young and fresh. Speaking of young and fresh reminds us of the recent campaign that showed people across age groups sporting Levi’s jeans; the copy of the ad goes like this – ‘Wear them, dare them, share them… just don’t bore them’. There is joyfulness in the way these campaigns are written and produced. Most of Levi’s campaigns are derived from the consumer’s passion for the brand and their association with personal life events.

With the right treatment of feedback from consumers, Levi’s has successfully set trends in the denim industry; some of the recent ones include the tucker jacket and the 501 jeans, which was positioned as ‘Live in Levi’s’. Time and again, the brand has created cult classics and been a relevant contributor to the pop culture.

Besides setting cult classics, the brand has also celebrated the free mind. In its campaign #IShape MyWorld, the brand has celebrated women who shaped their own world. In the campaign, Levi’s elevated the stories of powerful women who fought all odds to make things work the way they wanted it to. #IShapeMyWorld included famous personalities such as Bollywood actress Huma Qureshi, contemporary dancer Shakti Mohan, VJ-turned-actress Bani and the glamorous Ileana D’cruz.

Being strong influencers among youth, the empowerment stories of these celebs did pave way for a richer brand reputation. A unique characteristic of Levi’s’ communication has always been to portray protagonists in their original settings and not in a lavish, air-brushed ambience.

This authenticity of protagonist’s treatment is clearly seen in the various films of the same campaign. Every film in the campaign is distinct in its own way and reflects the character of the protagonist. Not only did the campaign bring to light the stories of celebs, but also highlighted the struggles of now-famous hairstylist Sapna Bhavani, India’s first transgender model Anjali Lama, comedian Malika Dua, who has been setting new benchmarks in the industry. In laymen’s terms, the campaign is as candid as it can get and does justice to the stories of each individual.