06 October 2023, Mumbai
Lee® has launched a new festive season campaign titled "Lee: Home of The Real Denim". The campaign features popular rapper King to reinforce Lee®’s real denim positioning.
The campaign films feature King in different situations, highlighting Lee® as the ultimate choice for high-quality denim known for durability.
Nuances
The first film, which has gone live on social media platforms and Disney+Hotstar, shows King having brunch in a restaurant. The chef spots King's Lee® jeans and attempts to slice them with a knife, but is unable to do so. The screen then displays the text "If It’s Not Lee, It’s Not Denim".
Lee® is the exclusive licensee of Lee® in India and other South Asian markets. It has expanded Lee’s physical retail store network across India with many stores. Lee® is also available online at its dedicated webstore and popular online marketplaces.
