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Lee Cooper to sponsor musical gala I-Rock
19
Aug '08
Lee Cooper's basic strategy revolves around creating the Lee Cooper Clan: made of “Passion Groups” around 3 basic tenets: Fashion, Sports and Music.

ROCK IS IN MY 'GENES' - Lee Cooper has been associated with rock music and rock stars for decades now. The Lee Cooper brand personality reflects attitude, irreverence, rebellion, independence and a straight talking attitude. All these brand attributes are communicated through association with Music specially Rock.

Among the numerous denim brands that are present and are being launched by the day Lee Cooper is the single British denim brand that has managed to survive almost a century. As part of their centenary celebrations, Lee Cooper took on the I Rock platform to strengthen their association with rock music.

I Rock symbolizes a cult. It is an event which has a very huge following amongst the Rock lovers amongst the youth. Rock music is a very significant part of Lee Cooper's brand ethos, which makes this event a perfect opportunity for Lee Cooper to interact their “passion groups” as they like to call them.

This year I Rock is bigger and better than ever before with eliminations rounds across 5 cities: Mumbai, Delhi, Bangalore, Pune & Kolkata starting from 31st July. The eliminations from Kolkata found its winner in The Scavenger Project, who will now take on winners from other cities on August 31, 2008 at The Grand finale in Mumbai

Lee Cooper, as associate sponsor, plans to take on a great rocking activities for I Rock enthusiasts like Air guitaring contest, signing banners at the stall with words of their favourite rock songs, getting tattoos done on their denims and/or on the arms, signing denims with customer pledges and tonnes of other fun and engaging activities.

Click here to view event details:

Lee Cooper


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