Shaping it Right
Levi’s launched ‘#IShapeMyWorld - Season 2’ featuring Shakti Mohan, Bani J and Ileana D’cruz.
With this campaign, the denim brand celebrates women who have shaped their world on their own terms.
Levi’s ‘#IShapeMyWorld’ movement to celebrate unstoppable women who have shaped their world on their own terms, kicked off with Huma Qureshi on International Women’s Day this year and the brand has just launched Season 2.
Driven by the success of ‘#IShapeMyWorld - Season 1’, the US-based fashion brand decided to extend the campaign through which it attempts to tell similar stories of more such powerful women who defied the odds and shaped their own lives. Featuring dancing sensation and winner of Dance India Dance (a dance reality show) Shakti Mohan, VJ turned actor Bani J and model turned actor Ileana D’cruz, #IShapeMyWorld - Season 2 will showcase individual stories of these real women standing up as role models and inspiring others to shine through, no matter the odds.
The campaign has been conceptualised and influencers identified (leveraging Big Data approach) by Zeno Group India, while the production of the films was done by 22Feet WorldWide.
Through this campaign the brand aims to promote the ‘300 Shaping Series’ of Levi’s denims, that are a perfect fit for women of any body shape. “Rather than promoting product USPs and the glam quotient as leveraged by competitors, we conceived ‘#IShapeMyWorld’ based on a higher brand purpose to celebrate the stories of real life fearless women who are everyday heroes,” says Ranjeev Vij, managing director, Zeno India.
“The struggles Bani, Ileana and Shakti underwent and overcame, made a perfect fit for their stories of empowerment to be shared under the canvas of this campaign,” he adds.
‘#IShapeMyWorld - Season 2’ was shot exclusively in Mumbai. “Levi’s follows a strict policy of showcasing its brand protagonists in their own comfort zone and not in a contrived setting. The treatment to these films ensured that the legacy of raw authenticity of Levi’s is kept intact while sharing these stories with the world,” informs Vij.
Speaking about the challenges of shooting the film, Vij says, “The biggest challenge was to do justice to the struggles of these superheroes while depicting them in these films. Thankfully, each one of the influencers stepped forward and shared their stories in an absolutely candid manner.”
As part of ‘#IShapeMyWorld Season 1’ campaign, Levi’s identified a bunch of remarkable women and celebrated their achievements. The list included India’s first and youngest village Sarpanch with an MBA degree, Chhavi Rajawat who gave up a lucrative corporate job to reshape the face of rural Rajasthan by serving her people; hairstylist Sapna Bhavnani who has never let hurdles in her life keep her from bouncing back; Anjali Lama, the first transgender model who has had a remarkable journey to sashaying down the ramp at one of the top events on India’s fashion calendar; Tanya Ghavri - stylist, consultant and confidante to celebrities, who despite coming from outside a typical Bollywood clique is now on every celebrity’s speed-dial; Banadana Tewari - editor at large for Vogue, who has made her mark as a sartorial narrator of fashion from Bombay to Bali, juggling work and motherhood with style no matter what life threw at her; Dilshad Master, head, operations and business development, Mercury Himalayan Exploration, who has never let cancer keep her from accomplishing anything she set her mind to; standup comedian Mallika Dua, who has been making the world funnier; and actor Huma Qureshi who has spent her career challenging all possible Bollywood norms while still emerging a winner with every powerhouse performance. Similarly, in Season 2, Bani, Ileana and Shakti are seen sharing their stories. ■
The campaign has been conceptualised by Zeno Group India, while the production of the films was done by 22Feet WorldWide.
Ileana D’cruz (left) and Bani J: inspiring women