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January 2008 - Strategy Magazine
Upfront

Pick from abroad: India
Levi's pushes boundaries

by Annette Bourdeau
page 8

In a country where a public peck between Richard Gere and actress Shilpa Shetty caused an uproar, the new Levi's Red Tab "Cling Fits" campaign turned a few heads.

One of the beautifully shot print and OOH ads by JWT Bangalore features Bollywood star Kangana embracing a shirtless hunk atop a demolition ball dangling over a city skyline. Both are clad in tight "Cling Fits" jeans and little else. Another execution depicts Kangana lying on top of the male model on a construction joist.

The risqué ads, which are running across India, scored a lot of Bollywood-related blog buzz and media coverage by using the outspoken Kangana, a gossip column staple and fan favourite among the brand's westernized youth target.

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