Deepika Padukone rides the brandwagon

    MUMBAI: On one hand as Deepika Padukone is adding brands like Parachute, Kingfisher and Maybelline to her endorsement kitty, on the other brands like Levis are reviving their endorsement with the actress to roll out campaigns and up sales.

    Padukone will continue as Levis ambassador for the year 2008.
    With Om Shanti Om’s success still fresh in minds of people and the Christmas and New Year’s Eve around the corner, Levis is rolling out a campaign for its brand Levi Strauss Signature. The brand also announced their new Dart-to-Win contest that would provide an opportunity for fans of Deepika to meet and greet with her.
    "Deepika signifies style, good looks, youth, fun and universal appeal – attributes that resonate with our brand values and positioning. The price range of the Signature collection starts at Rs 699. Since this brand is affordable, the company hopes to increase sales and also set shop in tier II and III towns. Hence an association with Bollywood helps in faster recall of the brand," said Levi Strauss Signature business head, ATP Ramani.
    Although the Signature collection is for girls and boys, the company has signed only a female ambassador. They will introduce a male ambassador later.
    Padukone added, "It is my pleasure to be associated with a brand that provides such an extensive range of clothing for the urban youth. My association with Levis is far more than an ambassador because the first ever jeans I felt like buying was a Levis. I look forward to working with Levi Strauss Signature and am happy to endorse the brand."
    About having so many different brands under her belt Padukone said, "It feels wonderful to have signed so many brands and to be able to take them to a different level and bridge the gap between the audience and brand."