Titled ‘Live Unbuttoned’, the campaign encapsulates an undercurrent of unabashed, uninhibited and undeterred attitude, with an adaptation for Indian culture and sensibilities.
This global launch of Levi’s 501 jean has taken place across 110 countries and a local celebrity has been roped in to endorse this brand only in India. The endorsement deal between Akshay Kumar and Levi’s is for a period of one year.
"This campaign gives us an opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle. Akshay Kumar fits perfectly as an ambassador for Levis because he understand the youth in India better than any research, which is perhaps the reason why he is so successful," said Levi Strauss India country manager Shumone Chatterjee.
The Live Unbuttoned campaign will last until December. Over the next 2½ months, brand ambassador Akshay Kumar and Levi’s will call for entries from youth to suggest the details of the next Levi’s 501 TV commercial starring Akshay Kumar. The winners will be announced in November 2008 and will also get to work on the commercial, which will be released in December 2008.
Speaking on the occasion of the launch, Akshay Kumar said, "The word unbuttoned appealed to me as it has special meaning. As I see it, Unbuttoning is not an act, but an attitude! I am very selective in choosing the brands I endorse. The image and positioning of the brand is of utmost importance. Levi’s and me have a perfect fit in that respect. I am extremely excited about being a part of this brand and campaign – now and in the future!"
The Indian leg of the campaign has been conceptualized by the Bangalore office of JWT, and consists of a series of print and outdoor ads, and a TV campaign which will be unveiled in two phases. The print campaign was shotin in Los Angeles, California, USA by an international photographer Steve Koh who was worked on numerous Levi’s campaigns across the world.
There is also an extensive online component developed by online agency Interakt, based out of Singapore. The entire campaign contest will play out on the India version of the www.501.com website – where youth will be able to upload their entries, and view and rate other entries, amongst other interesting things.
The global campaign is conceptualized and led by advertising agency Bartle Bogle Hogarty (BBH) and consists of a series of TV commercials, print and outdoor ads, retail window set-ups, instore point-of-sale materials, public relations and consumer promotions. The online component of the global campaign has been developed by online agency OgilvyOne Worldwide. The www.501.com website encompasses an online media strategy that includes social networks and viral/guerilla tactics.
