Sara Ali Khan Joins Lee as Brand Ambassador for India, Launching ‘Home of the Real Denim’ Campaign

Published: December 30, 2023
Author: Fashion Value Chain

The popular denim and casual wear brand, Lee, has chosen Bollywood celebrity Sara Ali Khan as its new face for the Indian market. To boost its presence in the country, Lee has launched a fresh campaign titled ‘Lee: Home of the Real Denim.’ Expressing excitement about this collaboration, Ace Turtle’s CEO, Nitin Chhabra, mentioned that Sara perfectly embodies Lee’s spirit with her authenticity and style.

The campaign aims to strengthen Lee’s brand identity and attract more customers both in retail stores and online. The brand is optimistic about significant growth in its Indian business by the end of the current fiscal year.

Sara Ali Khan will be featured in a film set to premiere on Facebook, Instagram, YouTube, and Google on December 10 to mark the beginning of her role as Lee’s brand ambassador. The film will be showcased across various platforms for a month, followed by a second installment in January.

Sara expressed her delight in being part of Lee’s story, connecting with its rich heritage and contemporary style. She sees this collaboration as an opportunity to ignite a new enthusiasm for denim among India’s diverse and dynamic young consumers.

Ace Turtle, a fashion retail business, holds the exclusive license for Lee in India and other South Asian markets. Established in 1889, Lee currently sells its products in India through exclusive brand outlets and department store chains like Lifestyle, Shoppers Stop, Pantaloons, Centro, and online platforms.

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