In a groundbreaking collaboration that blurs the lines between music and fashion, renowned rapper King has joined forces with Lee, the iconic denim brand, to launch an exciting new campaign that promises to be a game-changer in the world of style and music.
Commenting on the campaign, Nitin Chhabra, CEO, ace turtle said, “We are excited to launch the new brand campaign for Lee® during the ongoing Cricket World Cup that coincides with India’s festive season. We’ve onboarded King who represents both the aspirations of the youth of today. He also manifests the confidence that stems from being comfortable in one’s own skin. We believe that all these traits align well with the image Lee® has built over the years. We are confident that the campaign will help to build on Lee®’s brand equity and help us drive more footfall at our retail stores and traffic on online channels. We aim to significantly grow Lee®’s business in India by the end of the current fiscal year.”
Expressing his excitement, King said, "To me, Lee® is more than just a brand; it's a timeless legacy of denim that resonates deeply with me. Lee® stands for authenticity, innovation and quality which are values I admire and work towards. I'm excited to be a part of this campaign and help reinforce Lee®’s iconic positioning in the minds of Indian consumers.”
Sharing the marketing viewpoint, Lokesh Kataria, CMO of Ace Turtle, says,"Our objective is to bring out the association between Lee® and King with an integrated communication approach, driving greater consideration for the brand in the ongoing cricket-cum-festive season.”
In an era where authenticity and individuality are celebrated, the King-Lee partnership couldn't have come at a better time. It serves as a reminder that creativity knows no bounds and that when two forces as dynamic as music and fashion unite, the possibilities are endless.
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