Levi’s has launched its campaign “For Now, For A Lifetime” that celebrates the moments of decision made from instincts and how they go onto be memories that stay with us, and ultimately shape each and every one of us. As per the company, the campaign captures what following your instinct looks like.
Talking about the campaign, Amisha Jain, senior vice president and managing director, South Asia-Middle East, Africa and Non-EU markets (SAMEA), Levi Strauss & Co., said, “The ‘For Now, For A Lifetime’ campaign is an embodiment of what it truly means to Live in Levi’s and how our product is so deeply woven into our consumers’ lives. This campaign, featuring Deepika Padukone, is a celebration of moments when you can truly be your most authentic self. Enabling this for our consumers is what we strive to do, from how we create our product to how we bring it alive for our consumers.”
The film starts with Deepika Padukone sneaking away from a set, hopping into an auto-rickshaw and disappearing into the night. Her impromptu adventure becomes the thread that ties together characters’ experiences from ordinary to extraordinary moments, capturing a spectrum of emotions from joy, to the rush, laughter, but also the calm and bittersweet.
Moreover, the campaign is a showcase of the brand’s new offerings and expanded ranges of relaxed and baggy fits for men and women along with overdyed and coloured jeans.