Celebrating Moments of Instincts
It takes just seven seconds to turn a “yes” into a “no”, before a decision made from instinct gives way to logic, reason, and hesitation. Every experience born from saying “yes” opens something hidden within each of us, unlocking something new– from what moves us, what makes us and even what we can’t stand. Today, the iconic Levi’s® brand launched its campaign “For Now, For A Lifetime” that celebrates these moments and how they go onto be memories that stay with us, and ultimately shape each and every one of us.
The campaign emphasizes the idea of following one’s instincts and embracing spontaneous, impromptu moments in life. The campaign includes a film inspired by real-life moments and instances, features Deepika Padukone, who is shown sneaking away from a film set and taking an auto-rickshaw ride into the night. This impromptu adventure serves as the central theme that connects various characters’ experiences, highlighting a range of emotions such as joy, excitement, laughter, as well as moments of calm and bittersweet reflection. The campaign seems to celebrate the idea that life is made up of both ordinary and extraordinary moments, and it encourages people to seize the opportunities that come their way.
In pairing a dark denim shirt and lighter high-loose jeans or a perfectly coordinated, jumpsuit like look, Deepika Padukone brings a fresh & modern take to denim in this new campaign. Anchored by iconic product – timeless, but always on trend blue jeans, the for-all-seasons trucker jacket and a wide range of much-loved graphic tees.
“This campaign, featuring Deepika Padukone, is a celebration of moments when you can truly be your most authentic self. Enabling this for our consumers is what we strive to do, from how we create our product to how we bring it alive for our consumers.” said Amisha Jain, Senior Vice President & Managing Director, South Asia-Middle East, Africa and Non-EU markets (SAMEA), Levi Strauss & Co.
The “For Now, For A Lifetime” campaign serves as a platform to showcase the brand’s new offerings that include an expanded range of relaxed and baggy fits for both men and women, as well as overdyed and colored jeans. In addition to denim, the brand has introduced a variety of other clothing items, including cargo pants, chinos, varsity jackets, sweatshirts, pretty blouses for women, and statement shirts for men
These Levi’s® products are available now at Levi.in and Levi’s® stores.
