Shap­ing it Right

Levi’s launched ‘#IShapeMyWorld - Sea­son 2’ fea­tur­ing Shakti Mo­han, Bani J and Ileana D’cruz.

The Brand Reporter - - EDITORIAL - By Su­nit Roy su­nit.roy@afaqs.com

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

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