Lee launches new brand campaign with King

Denim brand Lee has launched a new festive season campaign titled ‘Lee: Home of The Real Denim’ with Indian rap artist ‘King’.

The campaign will go live on social media platforms YouTube, Facebook, Instagram, Google, and Twitter.

With this campaign, the brand aims to strengthen its connect with the millennials, Gen Z audiences and drive footfall at its stores.

Commenting on the campaign, Nitin Chhabra, CEO, ace turtle said, “We are excited to launch the new brand campaign for Lee during the ongoing Cricket World Cup that coincides with India’s festive season. We’ve onboarded King who represents both the aspirations of the youth of today. We are confident that the campaign will help to build on Lee’s brand equity and help us drive more footfall at our retail stores and traffic on online channels. We aim to significantly grow Lee’s business in India by the end of the current fiscal year.”

King added, “To me, Lee is more than just a brand; it’s a timeless legacy of denim that resonates deeply with me. Lee stands for authenticity, innovation and quality which are values I admire and work towards. I’m excited to be a part of this campaign and help reinforce Lee’s iconic positioning in the minds of Indian consumers.”

Ace Turtle is the exclusive licensee of Lee in India and other South Asian markets. Lee is currently available at exclusive brand outlets and leading departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro among others.