FCB Ulka creates campaign for Levi’s new Commuter range

25 Sep,2014

By A Correspondent

 

Denim brand Levi’s has launched its newest collection for the urban commuter – the Levi’s Commuter series. Focused on form and function, the Levi’s Commuter collection is intelligently designed to suit the needs of urban commuters. Some hero products of the collection include hooded truckers jackets, woven shirts, jersey tees, the iconic 5-pocket jeans and city trousers. The commercial, conceptualized by FCB Ulka Bangalore, carries forward the global brand philosophy: ‘Live in Levi’s’. The global campaign, revolves around celebrating the real moments of people who truly live in Levi’s.

 

Sanjay Purohit, Managing Director, South Asia, Levi Strauss & Co said, “The Commuterâ„¢ line in India has been specially created for urban commuters who use the metro, the local trains or motorbikes. It is made of stretchable, water resistant and odor resistant fabric, with reflective tapes for better visibility at night. We have captured the unique benefits of this product in our latest campaign in a manner that is relevant to our consumers. Levi’s® Commuterâ„¢ brings together form and function in a product line that truly enables our consumer to Live in Levi’s®.”

 

This TVC captures the commute of a musician from his home to the recording studio and the hurdles the streets have for him. The TVC highlights the practical benefits of the Levi’s® Commuterâ„¢ range as the protagonist rides through busy traffic, travels in a metro, and even walks in the rain to reach the studio. He does all this with ease and style, thanks to Levi’s® Commuterâ„¢.

 

Speaking about the campaign, Dennis Koshy, Vice President, FCB Ulka, Bangalore, said “Levi’s® has always been about being true to oneself and being effortless. Now, Levi’s® brings product innovation through functionality to the table with the Levi’s® Commuterâ„¢ line. The challenge was to retain the iconic imagery of Levi’s® while highlighting functionality in an engaging manner’.”

 

 

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