Lee Denim Unveils New Campaign with Sara Ali Khan as Brand Ambassador

Lee, the iconic American denim and casual apparel brand, has appointed Bollywood sensation Sara Ali Khan as its brand ambassador in India. The brand aims to solidify its position as the go-to denim choice for the country’s dynamic and fashion-forward audience.

Lee’s latest campaign, articulated through two engaging ad films, centers around the timeless appeal of denim, emphasizing the tagline, “If it’s not Lee, it’s not Denim.” The narrative cleverly combines holistic and self-deprecating humor, showcasing stylish, fun, and modern women at the forefront. Sara Ali Khan, making a stylish entrance in comfortable denims from Lee, challenges the audience’s fashion choices and leaves a lasting impression, prompting a mental note to switch to Lee for their denim needs.

Ace Turtle, the exclusive licensee of the Lee brand in India and other South Asian markets, is steering this innovative campaign. The first film, currently live on major social media platforms and OTT platforms, will run for a month, with the second film set to launch in January 2024.

Nitin Chhabra, CEO of ace turtle, expressed his excitement about the collaboration, stating, “We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India. Sara embodies the spirit of Lee with her authenticity and flair. Lee’s legacy extends to over a century, combining the heritage of denim with the contemporary ethos of embracing one’s true self. We are confident that the campaign will help build on Lee’s brand equity and drive more customers to our retail stores and online channels.”

Sara Ali Khan also shared her enthusiasm, saying, “I am delighted to be part of Lee’s narrative, embracing its legacy and, more importantly, fueling a new denim fervor among the vibrant and diverse young consumers of India. It’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time.”

With Sara Ali Khan as the face of Lee, the brand is poised to make a significant impact on the Indian denim market, promising a fusion of heritage and contemporary style that resonates with the ever-evolving fashion preferences of the youth.

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