The Levi’s brand, which is celebrating its 15th anniversary in India, unveiled its ‘Change Your World’ campaign with Bollywood actress Priyanka Chopra.
In an effort to pep up the brand among young buyers, the campaign will help to bolster the young rock scene in India. Local music bands will upload their music on its website and reward the most popular band with a record contract, a three-city tour and a music video featuring Levi’s brand ambassador Priyanka Chopra.
Speaking on the occasion, Chopra said, “It provides a platform to express yourself and is also about inspiring and empowering people to follow their dreams.”
The company release said that the 15 chosen candidates will be granted Rs1 lakh each and will be supported to change their world dream into reality.