Sara Ali Khan Joins Forces with Iconic Denim Brand Lee in India as Brand Ambassador

Iconic denim brand Lee has officially announced Sara Ali Khan as its brand ambassador in India, coinciding with the launch of their new brand campaign titled “Lee: Home of the Real Denim.” This strategic move aims to further solidify Lee's standing as the preferred denim choice for the young audience in the country.

Lee, a legendary denim brand from 1889, has maintained a robust connection with millennials and Gen Z, evolving from a practical workwear maker to a contemporary fashion giant. The brand's rich legacy includes groundbreaking innovations such as the world's first zip fly jeans in 1927 and distinctive features like the ‘Hair-on-hide’ leather label and ‘Lazy S’ back pocket stitching.

The new campaign, expressed through two ad films, revolves around the narrative "If it's not Lee, it's not Denim." The focus is on holistic and self-deprecating humor, with stylish, fun, and modern women taking the forefront. Sara Ali Khan, embodying the fashion police and effortlessly donning Lee's comfortable denims, adds a magnetic presence to the films, prompting the audience to reconsider their fashion choices.

The first film is set to go live on Facebook, Instagram, YouTube, Google, and various OTT platforms on December 10, 2023, running for a month. The second film is scheduled to be released in January 2024.

Nitin Chhabra, CEO, ace turtle said, “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 to build on Lee’s brand equity and help us drive more customers to our retail stores and online channels. We aim to significantly grow Lee’s business in India by the end of the current fiscal year.”

Lee is currently available at exclusive brand outlets and leading departmental store chains in India, including Lifestyle, Shoppers Stop, Pantaloons, and Centro, along with its dedicated website lee.in and popular online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq, and Nykaa.