Resurgent Levi’s Inspires Women In India

The branded video content series as part of the denim giant’s campaign showcases a diverse mix of Indian talent: badminton veteran Jwala Gutta, rapper Hard Kaur, singer Aditi Singh Sharma and basketballers The Singh Sisters.

This season will also see the introduction of on-ground activations, featuring a brace of specially curated live events with Jwala Gutta and Aditi Singh Sharma next week.

Meeta Bharvani, Director Marketing, Levi’s India, said, “The #IShapeMyWorld campaign is driven by the insight that in a world that still tries to restrain women from achieving their potential by fuelling insecurities about themselves, whether it is about her ‘body’ or her ‘being’, there are an increasing number of stories of women who took their chances and beat the odds.”

“Our objective is to drive compelling stories crafting a narrative that celebrates ‘her’ choices that ultimately shape her world, in the spirit of authenticity, originality and purposefulness that is inherent to the Levi’s brand.”

Levi’s has been the second largest player (11.3%, ~US$11.6m) for the apparel (non-sport) category in India’s sponsorship market since Q415. However, its spends there have nosedived from a peak of almost US$2.7m in Q317 to a mere US$460k from Q118 to Q318; this has been largely due to high-profile withdrawals, namely Force India F1 India, Bollywood actor Huma Qureshi’s endorsement as well as a host of Branded Content: TV deals. Levi’s sales revenue for 2017 in India hit US$130m and is under 5% of the company’s overall revenue, nevertheless, it is a priority for the brand to push growth in such a massive market, particularly among the nation’s women.