In a significant global push, the India-led campaign was also featured on digital billboards in Times Square, New York , one of the world’s most visible cultural landmarks
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American Eagle is strengthening its India playbook with the launch of its ‘Great Jeans for Everyone’ campaign, fronted by Bollywood stars Ananya Panday and Lakshya, who join the brand as global ambassadors. The campaign marks a strategic moment for the denim label as it sharpens its cultural connect with Indian consumers while positioning Indian talent on a global stage.
Rooted in effortless style and everyday authenticity, the campaign brings the focus back to American Eagle’s core proposition, easy fits, lived-in comfort and versatile silhouettes that mirror how India’s youth wear and live in their denim today. The messaging underscores inclusivity and individuality, aligning with a generation that prioritises comfort without compromising on self-expression.
In a significant global push, the India-led campaign was also featured on digital billboards in Times Square, New York , one of the world’s most visible cultural landmarks. The move not only highlights American Eagle’s expanding international momentum but also signals the rising influence of Bollywood talent in shaping global fashion narratives.
Speaking on the launch, Yatin Athale, Brand Head, American Eagle India, said, “The ‘Great Jeans for Everyone’ campaign brings to life American Eagle’s core promise, creating denim that fits beautifully, feels great and connects authentically with today’s consumer. Featuring this India-led campaign in Times Square is a significant milestone, reflecting India’s growing importance in our global growth journey. It also reinforces our belief that culturally rooted stories, driven by Indian talent, can travel seamlessly across markets and spark global relevance.”
Sharing her experience, Ananya Panday said, “American Eagle’s denim feels incredibly intuitive, it’s relaxed, comfortable and effortless in a way that reflects how I genuinely like to dress. The campaign celebrates individuality without trying too hard, which is what makes it feel authentic. Being part of a story that starts in India and finds a place on a global platform like Times Square is truly special and reflects how Indian voices are resonating worldwide.”
Lakshya added, “For me, great denim is about ease and honesty, something that fits into real, everyday life without feeling restrictive. American Eagle’s jeans feel lived-in from the first wear, which made the campaign experience very natural. Seeing the campaign move beyond India and be featured globally is a proud moment and speaks to the universality of the brand’s approach to style.”
Campaign Highlights
The campaign re-centres American Eagle’s brand equity around great-fitting, feel-good jeans. Ananya Panday is seen in signature women’s fits including the Ex-Boyfriend and Baggy Wide Leg, while Lakshya sports essential men’s silhouettes such as the Original Bootcut and Baggy Loose, reinforcing versatility and ease at the heart of the label’s denim portfolio.
The launch was marked by an exclusive guest-list event in Mumbai, followed by a digital-first rollout, strategic brand associations and cinema integrations across India. The campaign is also set to expand across select global markets, where Bollywood continues to influence mainstream pop culture.
Conceptualised by a creative team deeply embedded in youth culture, the campaign captures the confidence, individuality and effortless spirit that define today’s generation , positioning American Eagle’s India chapter as both locally resonant and globally relevant.