In India, Levi’s is the No. 1 denim brand and also one of the most premium brands. So while the brand is hugely aspirational, broadening the user base and making the brand more accessible is still an issue: How does the brand cater to those who aspire to buy Levi’s but may not be able to afford a purchase? And how can it do that without discounting the brand or weakening its premium positioning? Levi’s also wanted to increase frequency and value of purchase among existing customers.
To achieve these goals during an economically challenging time, Levi’s came up with a solution revolutionary for the apparel category: partnering with one of India’s major banks (HDFC) to offer an EMI (equal monthly installment) scheme. In terms of the creative, JWT did not want to simply announce the offer, we also wanted to keep the brand in the conversation. So the communication champions a “Live Now” philosophy; the anthem print ad, which brings this philosophy to life, takes on the “un” from the “Live Unbuttoned” global Levi’s campaign.
The program has seen terrific industry and consumer response, and has generated a lot of PR and buzz. The average bill value has risen by about US$20, and 60 percent of HDFC credit card users who have recently made a Levi’s purchase have used the EMI scheme.