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Lee has announced the launch of its new festive season campaign featuring rapper King to reinforce the denim positioning of Lee. The new campaign is built around multiple ad films starring the rapper King.
In the first film, the scene unfolds in a restaurant with King having brunch. The chef spots the distinctive Lee denim King is wearing. In a fit of rage, he goes to the kitchen and attempts to slice the jeans he was wearing while he’s in a pair of boxers.
Commenting on the campaign, Nitin Chhabra, CEO, Ace Turtle, says, “We’ve onboarded King, who represents both the aspirations of the youth of today. He also manifests the confidence that stems from being comfortable in one’s own skin. We aim to significantly grow Lee’s business in India by the end of the current fiscal year.”
Sharing the marketing viewpoint, Lokesh Kataria, CMO of Ace Turtle, says, “Our objective is to bring out the association between Lee® and King with an integrated communication approach, driving greater consideration for the brand in the ongoing cricket-cum-festive season.”
Watch the ad here:
The campaign highlights the enduring relationship between Mandhana and her Wrangler denim emphasising that investing in Wrangler is essentially investing in a part of oneself, it added. Mandhana is an adventurous person and is always ready to take risks, make moves and embrace courage which is what Wrangler stands for, the company stated.
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