Percept OOH gets Levi's campaign

Levi's has recently announced its 'Change your World' campaign in order to celebrate completion of its 15 years in India. The account was awarded to Percept OOH after a multi agency pitch, which included leading advertising agencies and rounds of selection meetings.

Percept was responsible for the planning; buying and executing outdoor media solutions pan India. Percept Out of Home carefully identified, evaluated and advocated appropriate propositions keeping in mind the target markets, target segments and the overall brand positioning.

Sanjay Pareek, President, Percept OOH, said, "To work with a brand like Levis is always a pleasure and to be a part of their campaign has been a proud moment for Percept OOH."

The campaign includes three major initiatives. First initiative is to identify 15 youngsters, through an online process, who embody the personality of Levi's and support them with fellowships of Rs One lakh each to help their dreams shape into reality.

Second initiative is to identify a promising rock band for which Levi's will produce a music video featuring Priyanka Chopra. The band will also be endowed with the opportunity of performing at a three-city tour.

Third initiative of Change the world campaign is in association with Chevrolet and Apple, where the brand is giving customized Chevy Beats, iphones, Mac Books and iPod Shuffles to youngsters who wear Levi's accessories.

Vishal Bhalla Senior Manager, The Levi's Brand - India, commented, "The Levi'sÃ‚® Change Your World campaign is one that we at Levi'sÃ‚® are particularly excited about as it marks the 15th anniversary of the Levi'sÃ‚® brand entering India. I cannot overstate the stellar role that the team at Percept, led by Ovez, has played in amplifying the campaign, and giving it the scale and stature befitting such an initiative.