Mumbai – Levi’s® partnership with the inaugural edition of Lollapalooza India 2023 ended on a high on January 29 at Mahalaxmi Race Course, in the heart of Mumbai. Attended by around 60,000 people, when it came to festival style, Levi’s® remained this year’s Lollapalooza attendees’ favourite canvas for self-expression. Levi’s® created a huge buzz to delight fans who had poured in from across the country.
To get the ball rolling on the festival, Levi’s® set up Levi’s® on Wheels, a branded double-decker bus as an on-ground experiential element. The bus, that plied for influencers from the Levi’s® flagship store at Linking Road to the venue, was a raging success as it took influencers around the city, across the Mumbai Sea Link to reach the venue.
To further deepen our connection with our Gen Z and millennial consumers, and to create buzz about Levi’s® at Lollapalooza India, the brand collaborated with influencers across diverse creative fields of the likes of Ruhee Dosani, Sushant Divgikar, Sejal Kumar, Sakshi Shivdasani, Kareema Berry, Varun Agrawal, Meghna Kaur, among others, and styled them in Levi’s® outfits. The influencers captured key festival moments, documented their on-ground engagements with artists and their fans and experienced live customization of products at the Levi’s® Tailorshop, showcasing every aspect on their Instagram handles.
With the belief that celebrating unique style through customization is a fundamental part of Levi’s® DNA, Levi’s® hosted a unique Tailorshop experience at Lollapalooza India 2023, which featured 12 artists from across India with music community-related designers. Curated in partnership with Aaquib Wani designs, the artist collective featured Santanu Hazarika, Mehek Malhotra, Sajid Wajid Sheikh, Preetal Dongre, Gaurav Basu, amongst others. The brand’s Tailorshop experience enabled fans to customize their denim and make it truly their own thru screen prints, paneling & heat-press.
With Levi’s® Lounge, the brand also created an exclusive access lounge for select guests to kick back in, relax, as well as indulge in F&B and soak in the atmosphere. The experiential, on-ground events were a way for Levi’s® to connect with its fans in the center of culture moment. The fans responded with energy, engagement and real love for the brand.
