Lee, the iconic American denim brand, has proudly introduced Bollywood sensation Sara Ali Khan as its latest brand ambassador for India. This collaboration comes hand in hand with launching an ambitious campaign christened “Lee: Home of the Real Denim,” intended to solidify Lee’s stronghold as the go-to denim brand for the fashion-forward young audience.
The essence of the campaign revolves around the catchy slogan, “If it’s not Lee, it’s not Denim,” utilizing humor and a touch of self-awareness to underline the brand’s modern fashion appeal. Sara Ali Khan, elegantly adorned in Lee’s comfortable and stylish denim, catalyzes consumers to reconsider their denim choices and opt for Lee’s authentic collection.
ace turtle, entrusted as the exclusive licensee of Lee in India and other South Asian markets, celebrates Lee’s remarkable legacy spanning more than a century. This heritage perfectly blends classic denim aesthetics with contemporary trends, endorsing individual authenticity and style.
The inaugural ad film of the campaign has been strategically unveiled across prominent social media platforms such as Facebook, Instagram, YouTube, Google, and various OTT platforms. The month-long campaign is set to be complemented by a second film slated for release in January 2024.
Nitin Chhabra, CEO of Ace Turtle, expressed utmost confidence in this collaboration, asserting that Sara Ali Khan’s genuineness and charm align seamlessly with Lee’s brand ethos. Due to this partnership, Chhabra foresees a surge in customer engagement across Lee’s retail outlets and online channels.
Sara Ali Khan echoed her enthusiasm for this new association, articulating her fervor for Lee’s legacy and its potential to spark a denim revolution among India’s diverse and vibrant youth.
This partnership strives to reinforce Lee’s brand prominence and bridge the gap between generations by offering a denim range that encapsulates contemporary fashion sensibilities. With Sara Ali Khan as its ambassador and Lee’s enduring legacy, the brand sets its sights on leaving an indelible mark in the dynamic world of denim fashion.
