Challenge:
At the outset, Levis wanted to add designer value and a premium cache to its popular ready to wear denim brand

Solution:
Percept Talent proposed using Priyanka Chopra’s Diva image as the perfect amplification of the brand’s communication. The idea was to showcase Priyanka in limited edition designer creations for the brand by various designers to create a select hype in consumer mind sets

PC was at the forefront to justify the theme - “Levi’s - Diva Rule.”