Lee announced the launch of its festive season campaign titled ‘Lee: Home of The Real Denim’. The campaign features rapper King intending to reinforce the real denim positioning of Lee.
Lee, the denim brand, has maintained its connection with the millennials and Gen Z. The new campaign is built around multiple ad films starring the rapper, King. The films reiterate Lee’s brand image while building on the rapper’s youthful image. The films highlight Lee as the choice for high-quality denim known for durability. The denim brand has transformed from a practical-and-durable-workwear maker to a contemporary-and-trendy fashion brand.
“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 skin. We believe that all these traits align well with the image Lee has built over the years. We are confident that the campaign will help to build on Lee’s brand equity and help us drive more footfall at our retail stores and traffic on online channels. We aim to significantly grow Lee’s business in India by the end of the current fiscal year,” Nitin Chhabra, CEO, ace turtle, said.
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. The screen shows the text “If It’s Not Lee, It’s Not Denim”. The scene transitions to the final shot with King sitting on a stool.
The first film that has gone live on social media platforms YouTube, Facebook, Instagram, Google and Twitter. It will go live on OTT platform Disney+Hotstar on October 8. The other films in the series will go live later in October.
“To me, Lee is more than just a brand; it’s a timeless legacy of denim that resonates deeply with me. Lee stands for authenticity, innovation and quality which are values I admire and work towards. I’m excited to be a part of this campaign and help reinforce Lee’s iconic positioning in the minds of Indian consumers,” rapper King, said.