In Deepika Padukone Levi finds its global brand ambassador: American denim brand Levi recently appointed actor Deepika Padukone as its global brand ambassador. "With her on board, we are confident of strengthening the brand further, especially when we are strongly focusing on leading the women’s category," said the brand's managing director for South Asia and the Middle East and North Africa, Sanjeev Mohanty.
According to Forbes India report, Levi has been struggling to increase its sales over the last two years. The brand that came to India 25 years ago, could be looking to increase its appeal among women customers by roping in Padukone.
On being roped in as Levi's global brand ambassador, Deepika Padukone said, "I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands." She is the first woman celebrity to become the face of Levi in India.
Levi is currently coping with the impact of COVID-19 on its operations and had to take back stocks worth Rs 82 crore from the trade. For the financial year 2019-20, Levi posted revenue of Rs 1,122.57 crore, which was only a 1.6 percent increase from the previous financial year's Rs 1,104.38 crore.
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