Levi's launches Curve ID fit festival across India in association with Hungama

Company Brief

Mumbai, July 15, 2011

With the launch of the Global Women's Initiative, Levi's launched the fit festival across India to get Indian women accustomed to the new custom fit Curve ID collection.

The Levi's Fit Festival will be organized across some of the best malls in the top 10 cities in India. Spread over 4 weeks, the objective of the campaign is to get women to know their Curve ID and also get them to try the custom fit pair of denims.

Talking about the campaign, Parag Dani, Retail Director says, “Curve ID aims to touch the emotional aspect of the right fit and right denim for women. The Levi's Curve ID Fit Festival aims to make denim shopping a pleasant experience, by educating Indian women about their body types. Curve ID custom fits features 3 distinct styles, Slight Curve, Demi Curve and Bold Curve. Through the Fit Festival, we want women to try and experience the new range.”

Hungama Promo Marketing, a division of Hungama Digital Media Entertainment Pvt. Ltd. has been an integral part of this campaign. The campaign was a multi agency pitch won by Hungama.

Commenting on the Campaign, Salil Koul, Sr. Vice President, Hungama Promo Marketing said “The pitch was won basis our planning and execution skills. Hungama will be managing the activation across 10 cities covering 15 malls.” He added further, “It is due to our expertise in handling activation and the ability to integrate with social media that has won the account. Besides, the mall activations Hungama's expertise also lies in Consumer Promos, Event and other market and institutional activation. Also for the fact that Hungama was a strategic and logistics partner with levis during the Change Your World Campaign.”

For further information, please contact:

Hungama Digital Media Entertainment

Ishita Mookherjee

Mobile: +919930069690

Email: ishita.mookherjee@hungama.com