Sushmita Sen to endorse Levi’s Diva Jeans

Levi Strauss & Co recently unveiled its new range of jeans especially for women. These jeans, called the Diva Jeans, will be endorsed by model-turned-actor Sushmita Sen. According to company officials, Sen is the perfect ‘Diva’ to represent the Indian women of today. Levi’s Diva Jeans celebrate the Indian woman as they have been designed keeping in mind her curvy body structure, and aim to complement her curves.

Shumone Chatterjee, country manager, Levi Strauss (India), remarks, “Levi’s Diva Jeans are a result of extensive research to understand the perfect jeans fit for the Indian female body type.”

The idea is to make the Indian woman look and feel like a ‘diva’ (‘goddess’ in Italian). Diva Jeans are an outcome of extensive research into measuring and understanding the five key body types of Indian women. These are ‘pencil straight’, ‘pear-shaped’, ‘hourglass’, ‘bootylicious’ and ‘voluptuous’. The jeans have been designed to suit each of these. These jeans are priced between Rs 1599 and Rs 2999.

An extensive campaign will also be rolled out, highlighting the launch of the range. As per research done amongst Indian women, most of them connect well with advertising that glorifies their femininity and their confidence, rather than that which objectifies them.

‘Diva’ therefore treats the Levi’s woman as someone who is completely confident and sure about herself. A diva is someone in whom confidence and the softer aspects are able to co-exist harmoniously.

According to Levi’s officials, Sen was roped in as she is the perfect representative for this brand, having won the title of ‘Miss Universe’ at the age of 18. Incidentally, she was the first Indian woman to win this prestigious title. She also was a success in Bollywood. Besides, she shares the same personality traits as the brand values of the jeans brand: she is not afraid to create new rules, is extremely independent and lives life on her own terms.

The launch campaign has been conceptualised by JWT, Bangalore, and shot by Colston Julian. The shoot management has been done by Mahesh Kishen and Dheeraj Kapoor of Limelight. The campaign consists of a series of regal shots with the diva Sushmita Sen in her pair of Levi’s Diva Jeans, ready to ‘rule’ all. The fact that the Indian woman has started to lead the way across many fields, is what led to the tagline, ‘Rule’.

The campaign showcases Sen draped nonchalantly over a couch and a throne. Closer inspection reveals that the couch is actually made of human forms, signifying how the Diva woman rules the world.

© 2006 agencyfaqs!