Also lead by JWT and Madison Media, the Levi’s Diva Rule site has already recorded more than 18,000 participants. The campaign for the designer collection by Indian fashion designer Tarun Tahiliani features Bollywood star and diva Priyanka Chopra as spokesperson. Chopra is known for her spontaneous, deliberately provocative, yet feminine sensuality.
The Diva collection “is a line of timeless jeans not for the faint hearted, but for a lady who emphasizes on the individual and satisfies the need for adventure, rather than fashion’s latest compulsion,” according to Ashish Bhalla, vice president of global business development at Interakt Digital Solutions.
The interactive site is set in a virtual studio and Chopra will be posing for the site-visitors to create their own Diva photo album. Additional campaign components include direct mail and online banners to drive traffic to the site. Aside from introducing the denim line through the gallery feature, professional photo shoots with Chopra can be downloaded for desktop wallpaper usage. The team added that the campaign was aiming to “add a touch of glamour and star power to the equation”.
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