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Levi Strauss signs Shahid Kapur for its Signature range

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 18, 2009
Kapur has taken over from the Deepika Padukone, who used to endorse this portfolio earlier

The year 2009 seems to be lucky for film actor, Shahid Kapur. Early this year, he was appointed as the brand ambassador for Pioneer, the car and home entertainment products major. And now, he has been signed by Levi Strauss to endorse its Signature range of jeans, T-shirts, woven shirts, jackets and accessories.

Besides Pioneer, Kapur endorses just one more brand -- VIP luggage. That makes him a fresh face, at least in the brand endorsement space.

Model and film actor, Deepika Padukone endorsed the Levi Strauss Signature portfolio till December 2008. The other celebrity in the Levi Strauss family is Akshay Kumar, who endorses the Levi's 501 portfolio -- the oldest range from the Levi Strauss stable.

& #BANNER1 & #Shumone Chatterjee, country manager, Levi Strauss (India) says in an official communiqué, "Youth icon and iconic youth apparel brand -- it's fitting that they both zip together. Shahid is a quintessential blend of youth and style, and he will help us create a closer connection with our young audience."

The brand aims to tap potential consumers from both the genders, who are in the age group of 15 to 24 years.

ATP Ramani, business head, Levi Strauss Signature says that Kapur will endorse the brand for a year. He says, "Since we had already used a female brand ambassador (Padukone), and the brand offers products for both males and females, we decided to have a male ambassador this time. Shahid Kapur is a well-recognized youth icon and has a great fan following amongst our audience. That's why we decided to get him as our ambassador."

The new campaign featuring Kapur is expected to hit the TV screens soon.

Levi Strauss was established in India in 1994 and has been targeting the college-going youth. Levi Strauss Signature retails in more than 115 exclusive outlets across 57 cities in India.