Iconic! Deepika Padukone to become Levi's global brand ambassador

The iconic denim brand Levi's has roped in Deepika Padukone as its global brand ambassador. This association of the denim brand with the popular Bollywood actress will help to expand the brand's women wear catalogue.

Incidentally, this is the first time the brand has made a female celebrity from India its face as per a report by Mint.

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Levi's had entered India 25 years ago and enjoys a significant popularity among the Indian consumers. However, there was a setback for the company due to the COVID-19 situation.

 

 

 

 

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The extended lockdown in India had adversely impacted the business of the company. In its fourth-quarter global financial results for the fiscal year ended on November 29 , 2020, the company clearly stated that the reported decline in business by $18 million in India was the most significant market impact in the Asia region.

Regarding the association of Deepika Padukone with the brand, Levi's South Asia and MENA managing director Sanjeev Mohanty said “We are absolutely thrilled, Deepika’s personality shines through a balance of being bold, authentic, true and uncompromising that perfectly fits with our brand values. She is not only a style icon but also an inspiration to the youth and women globally. With her on-board, we are confident of strengthening the brand further especially when we are strongly focusing on leading the women’s category.”

On work front, Deepika Padukone's next movie '83', is slated to release on 4th June this year. In the film, Padukone plays the character of Romi Bhatia, Kapil Dev's wife. The film stars Padukone's husband Ranveer Singh as Kapil.