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Priyanka unveils Levi's 'Change Your World' campaign

Apr '10
Levi's completes 15 years in India. And we're blue in the face with joy. It's been a journey of discovery, of grand plans and humble learnings. Of ups, downs, trials and triumphs. We've gone a long way, from a pair of divinely crafted fabric that hugs the Indian youth with more passionate ardor than their lovers do, into something symbolic of essential style. It's evolved from a garment to the preferred college uniform, the rockstar's other label, a diva's oomph factor, the suit's cooler avatar and the geek's entry pass to cooldom. Levi's is, to most Indians, much more than a pair of trousers called out by a different name.

The Levi's heritage, its rich history, its legendary status has struck a chord in every country and continent, which has youngsters who aspire for freedom of expression and wish to belong to a truer, real, unfussy and unchained global community. This history is palpable even today. And who appreciates and understands history better than Indians.

After our eventful stay in India, we're sharing our joy, this feeling of achievement with the young people who dress in our jeans, and wear our philosophy with our latest and biggest ever campaign “Change Your World” which reaches out to our consumers on several levels be they music, art, or symbols of Americana.

Levi's has always stood for being original, for being the definitive statement for the free willed, able, strong, resilient, courageous, glorious and spirited. We plan to identify 15 youngsters who will embody our personality, and will bring about change in their own way, in their own worlds. We will then support them with grants of Rs.1 lakh each to help turn their Change Your World dream into reality.

As a part of this initiative, is a parallel effort to bolster the young rock scene in India. We plan to identify one promising band who will get a shot at fame and glory, by getting them a Levi's produced music video featuring Priyanka Chopra, and a chance to perform at a 3 city tour. Priyanka's support signals a new age of collaboration - with two icons coming together to give new music in India a fillip.

Commenting on the occasion, Levi's Brand Ambassador Priyanka Chopra said, “It's great to be associated with an iconic brand like Levi's and be a part of the 'Change Your World' campaign. My life is a reflection of how we can change our life, and the amazing ideas & dreams we have when we turn 15! As much as it is about providing a platform to express yourself, Levi's CYW is also about inspiring & empowering people to follow their dreams!”

We're also promoting new age musicians on our website, www.levi.in, where surfers can tune into a new brand of sound. The chart-topping band will be selected by the people of India - through an innovative new technology based on the platform of Music Cards - a part of the free celebration gifts consumers will get at Levi's stores this season.

Customized Chevy Beats, iPhones, MacBooks & iPod Shuffles up for grabs On another front, we've associated with Chevrolet and Apple to give youngsters who wear our jeans the coolest accessories from America, Levi's home country. These 'gifts' are not just incentives for those going shopping for bargains. They're quintessentially cool statements that mirror Levi's high design quotient, its effortless stylishness, its awe-inspiring simplicity and cult stature. Furthermore, they're supported by additional gifts that will be available to consumers in Levi's stores.

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