Diljit Dosanjh, the face of modern Punjabi pop culture, has now added another global milestone to his name. Levi’s has roped in the singer-actor as its latest brand ambassador, marking the first time a Punjabi artist has been part of the brand’s creative powerhouse.
The announcement comes fresh off Dosanjh’s history-making Coachella debut and the success of his Dil-Luminati Tour. From selling out arenas to setting fashion trends, the icon is now bringing his signature swag to Levi’s. The campaign positions him as a symbol of self-expression—much like Levi’s jeans, which have remained a cultural staple for over 170 years.
“I’ve always admired Levi’s for how it blends heritage with modern style. Denim isn’t just clothing, it’s a statement,” Dosanjh said.
Amisha Jain, Managing Director and SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co., called the partnership a natural fit, highlighting Dosanjh’s cultural impact.
Beyond the fashion statement, this move taps into the ever-expanding influence of Punjabi music and style worldwide. With this collaboration, Levi’s is not just embracing a celebrity—it’s tapping into the global Punjabi wave, a cultural force that shows no signs of slowing down.