Levi's: #IShapeMyWorld – Redefining the shape of gender stereotypes in India

Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Campaign details

Brand: Levi Strauss India Pvt LtdBrand owner: Levi Strauss India Pvt LtdLead agency: Zeno Group IndiaContributing agencies: 22feet Tribal WorldwideCountry: IndiaIndustries: Clothing, apparelMedia channels: Content marketing, Online video, Social media, Word of mouth, advocacyBudget: No budget

Executive summary

Levi's has been present in India for over two decades and within this time the brand has built up a fair share of the denim market. Its awareness is high as a brand and across its various product ranges. However, there was a need to...

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