Mumbai, India – Denim brand Lee Jeans, in collaboration with integrated marketing solution provider CupShup and advertising agency Leo Burnett India, launches ‘#TheRealDenim’ campaign to announce the inauguration of its flagship store in Bengaluru.
The campaign started with week-long activation across multiple locations, including the #BrothersInBoxers initiative where four young boys wore boxers inside the stadium whilst holding placards saying that they ‘won’t be wearing any jeans until the real denim arrives’.
Moreover, the campaign also created a ‘friendly brand war’ to counter Lee’s competitive brand store. 30 ‘boxer brothers’ went around Brigade Road whilst holding placards. During the launch, they gathered in front of the competitor’s store.
In the post-launch phase, influencers and regular walk-ins participated in the campaign. They were asked to discard their old denim on Brigade Road and walked into Lee Jeans’ store dressed solely in boxers. In exchange, received ‘the real denim’ from Lee for free.
Moreover, the launching was graced by the presence of India’s famous content creator Jordindian who participated in unveiling the store.
Lokesh Kataria, CMO at Lee and Wrangler India, said that they executed the campaign and launch with a fun, disruptive idea, which successfully brought ‘party’ to the city whilst witnessing the crowds rally and cheer for the cause.
Sourav Kumar, co-founder at CupShup, added, “Lee has always been a fun & friendly brand. We leveraged their tonality and translated it into a fun disruptive campaign that was in line with it. This gave the customers something to smile about and arouse their curiosity about the brand.”
