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Levi’s becomes ‘commuter-friendly’

FCB Ulka, Bangalore has created a new campaign for the Levi’s Commuter collection which takes forward the brand’s philosophy of ‘Live in Levi’s’

BestMediaInfo Bureau | Delhi | September 23, 2014

Levi-TVC Click on the image to watch the TVC.

Levi's has launched its new collection – the Levi’s Commuter series – designed to suit the needs of urban commuters. Some hero products of the collection include hooded truckers, jackets, woven shirts, jersey tees, the iconic five-pocket jeans and city trousers. The TVC, conceptualised by FCB Ulka, Bangalore, carries forward the brand’s global philosophy of ‘Live in Levi’s'. The global campaign revolves around celebrating real moments of people who truly live in Levi’s.

The 35-second TVC starts with a musician receiving a text which reads ‘Recording begins in 60 minutes’. He immediately puts his phone into his jeans zip pocket and is seen getting out of his house, within seconds, on his bike. He decides to take the metro mid-way on encountering traffic. He is seen running towards the metro and barely makes it in time before the door shuts. On his way to the studio, he puts on his hood when it starts raining and his water-resistant jeans keep him dry. The TVC focusses on the benefits of the Levi's Commuter collection and highlights its features such as the concealed pocket, comfort and mobility, and water-resistant material.

Sanjay Purohit, Managing Director, South Asia, Levi Strauss & Co, said, “The Commuter line in India has been specially created for urban commuters who use the metro, the local trains or motorbikes. It is made of stretchable, water-resistant and odour-resistant fabric with reflective tapes for better visibility at night. We have captured the unique benefits of this product in our latest campaign in a manner that is relevant to our consumers. Levi’s Commuter brings together form and function in a product line that truly enables our consumer to ‘Live in Levi’s’.”

Dennis Koshy Dennis Koshy

Dennis Koshy, Vice-President at FCB Ulka, Bangalore, said, “Levi’s has always been about being true to oneself and being effortless. Now, Levi's brings product innovation through functionality to the table with the Levi’s Commuter line. The challenge was to retain the iconic imagery of Levi’s, while highlighting functionality in an engaging manner.”

Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, explained the creative strategy, said, “It’s exciting to work on a brand like Levi’s. We wanted to highlight the benefits of the product in action. So we took a ‘commuting moment’ of a musician who makes it to his recording studio at short notice. With Levi’s Commuter, he dodges all that the streets throw at him. Though the film is about urban Indian commute, we’ve stylised it with a very current electro-jazz track and given it a look that has global appeal.”

The TVC:



Client: Levi Strauss & Co.

Agency: FCB Ulka, Bangalore

National Creative Director: KS Chakravarthy (Chax)

Creative Director: Dharmesh Shah

Copy Group Head: Rama Krishnan

Client Servicing: Jyothi Nambiar, Swapna Pratap, Dhanya Mohan

Films Team: Alpa Jobalia, Sukirth Rao

Production House: Bootpolissh Films

Producer: Amrita Mahindroo

Director: Siddharth Sikand

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