Deepika Padukone is the new global brand ambassador of Levi’s. Image Source: Instagram/levis_in

February 24 : Levi's has roped in Deepika Padukone as its new global brand ambassador. Announcing the collaboration today, the denim brand said the popular actress’ association with the brand will help attract the new generation of women as the brand is in for an expansion of its women's wear category. 

Deepika becomes the first female celebrity to be the face of the denim brand in India. The Chhapaak actress will soon spearhead the new campaign that will highlight a new range of denim wear for women. 

Talking about her collaboration with Levi’s, an elated Deepika said in a statement, “Authenticity, originality and honesty are values that the brand has been built on and are values I identify with the most! For those unaware, I have always been a jeans and t-shirt kind of a girl. The right pair of jeans not only makes me feel comfortable but also confident.” 

Sanjeev Mohanty, managing director, South Asia and MENA, Levi’s, said, “Deepika Padukone is not only a style icon but also an inspiration to the youth and women globally. With her on-board, we are confident of strengthening the brand further especially when we are strongly focusing on leading the women’s category.”

The American denim brand had entered India 25 years ago. The company suffered immense loss during the COVID-19 pandemic.  The brand’s recent financial report stated that its impact was the most in India. The decision to rope in the globally popular actress as their brand ambassador was taken strategically to recover the loss with her association. Moreover, the brand has been struggling to increase its sales for the last two years, and now with Padukone in, it has found a perfect fit as the actress is in sync with the core brand values of the denim brand—bold, authentic, true and uncompromising. 

It would be interesting to see how the actress helps the brand widen its appeal among young women.

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