Radhika Apte, Swara Bhaskar endorse Levi's in new campaign

By

Isabelle Crossley

Published
Mar 9, 2018

The Bollywood actors Radhika Apte and Swara Bhaskar will endorse Levis in the third instalment of Levi Strauss & Co.’s Indian “#IShapeMyWorld” campaign.

The campaign focuses on women and so it is no surprise that the launch of the latest edition and latest brand ambassadors come at the time of International Women’s Day. The campaign features a total of five women, all seen as inspirational for different reasons. Alongside the actors Radhika Apte and Swara Bhaskar, the celebrity chef Shipra Khanna, actor Parvathy TK, and entrepreneur Shradha Sharma will also feature.

The “I Shape My World” campaign is based around celebrating women who have battled against the odds to achieve success. Showcasing Levi’s jeans’ inclusive sizing and adaptability, the campaign aims to show female empowerment.

“The “#IShapeMyWorld is driven by the insight that in a world that still tries to restrain women from achieving their potential by fuelling insecurities about themselves; whether it is about her ‘body’ or her ‘being’; there an increasing number of stories of women who took their chances and beat the odds,” said Levi’s India’s Director of Marketing, Meeta Bharvani in a statement. “Our objective is to drive compelling stories crafting a narrative that celebrates ‘her’ choices that ultimately shape her world, in the spirit of authenticity, originality, and purposefulness that is inherent to the Levi’s brand.”

The Indian fashion industry, especially womenswear, has seen a wave of campaigns that aim to celebrate women with Adidas and Nike putting out campaigns with a similar message among many others. As the idea of female empowerment continues to be celebrated (and debated), this advertising trend will continue to grow in popularity.

Levi’s, which has reported “strong and consistent growth” over the past two years in India, has seen a decline in net profit in the last year but has attributed this to the Indian market as a whole and remains positive about its future in the country.