Plan- Levi’s

Points of Focus
• I Shape My World
• Advanced Stretch Features of Levi’s Jeans
• JT Fresh Leaves Collection
 Campaign Platforms- 3 Pronged Approach
• 1. In-stadia activation during the India vs Australia series
• 2. Print Syndication on TOI with select experts (PAN India
Publishing)
• 3. Celebrity tie-up with a social media campaign.
•Phase 1
February 24th- March 7th

•Phase 2
March 8th
•Phase 3
March 9th Onwards
 India v Australia In-Stadia (A)
• Using the Perimeter Boards and Sight Screens to maximise
visibility and presence.
• Shedding light on the advanced stretch feature in an
innovative way.

Proposed Plan- Double Perimeter Gold + Full Sight Screen +

Giant Screen Fan Engagement Activation
 Inventory: Perimeter
LED

• 2 Balls every 8
Balls, 50% of the
ground shared with
another brand.
On Ground Exposures.
• ODI’s – 150 balls
• T20’s - 60 balls
 OR
1 Ball every 8 Balls, 100%
of the ground shared with
one other brand.

On Ground Exposures.
• ODI’s – 75 balls
• T20’s - 30 balls
Inventory: Sight Screen

• 1 Slot on the Digital

HD Full Sight
Screen; 10 Overs
Per ODI Match.
Inventory: Giant Screen

• Giant Screen
Package tailored to
your creative
requirements

*ODI’s- 50 Video
Logo’s and 20 TVC’s
* T20’s: Pro Rata
Perimeter LED Branding
(24th Feb- 7th March)
Perimeter LED Branding
(24th Feb- 7th March)
 India v Australia In-Stadia (B)
• Leveraging the Follow On App and using the Selfie Activation
to create engagement within the audience in the stadium.
• OPPO Selfie Activation Report for India v New Zealand 2016
(Reference attached)
Giant Screen & Fan Engagement
 In-Stadia (On and Post March 8th)
• LED Boards taken up initially will have changed creatives and
content
• #IShapeMyWorld to be displayed on boards for the ODI in
Ranchi and 2 T20’s in Bangalore and Vizag.
Print Syndication
 Print Syndication
• Proposed Start Date- February 24th
- Print Syndication with expert writers
* 1 article on the day of the ODI + 1 review article the next day.
* 14 articles in total co-branded with #IShapeMyWorld & Levi’s.
- Choice of select experts to pick from.
- Syndication and campaign to go on till after the final T20 and into
the IPL. (
* Articles on home games of 4 identified teams.
* Essentially, 28 articles at key moments of the tournament.
 I Shape My World
• Proposed Start Date- February 24th
• Deliverables-
1) Identified athletes & sportswomen to start social media posts with
relevant hashtags to create buzz amongst the fans.
2) Teasers on Instagram/Facebook from the original video advert.
(2-3/week)
3) Posts to be rolled out on every match day to ensure maximum
reach
and buzz.
4) Full video to be released on 8th through all their handles.
 Activation
The Idea- To bring the selected athletes to a hand-picked and
convenient Levi’s store for an appearance on the 8th of March-
Women’s Day.
Stores to be picked to ensure PAN India Presence.
Plan:
- To run an interactive contest on the athletes’ social media handles
as a build up to 8th March.
- Contest tailored to boost the hashtag and awareness.
- Winners to be selected and called for the meet and greet with
them.
 Choice of Sport & Athletes
o Cricket- a) Harmanpreet Kaur
b) Mithali Raj
c) Smriti Mandhana
d) Jhulan Goswami

o Badminton- a) Saina Nehwal

b) PV Sindhu
c) Ashwini Ponappa
d) Jwala Gutta
 Choice of Sport & Athletes
o Tennis- a) Sania Mirza
b) Ankita Raina
c) Karman Kaur
d) Rujuta Bhosale

o Golf- a) Tvesa Malik

b) Gursimar Badwal
c) Sharmila Nicolet
d) Vani Kapoor
 Choice of Sport & Athletes
o Wrestling- a) Sakshi Malik
b) Navjot Kaur
c) Geeta Phogat/ Babita Phogat/ Vinesh Phogat
o Squash- a) Joshna Chinappa
b) Dipika Pallikal
o Boxing- a) Mary Kom
b) Pinki Rani
 Choice of Sport & Athletes
o Gymnastics- a) Dipa Karmakar
b) Aruna Reddy
o Football- a) Aditi Chauhan
b) Sasmita Malik
c) Ngangom Bala Devi
o Skateboarding- a) Atita Verghese
b) Kamali Moorthy
o Weightlifting- a) Karnam Malleswari
 Choice of Sport & Athletes
o Rock Climbing- a) Siddhi Manerikar
b) Neha Prakash
c) Sonali Pereira
o Shooting- a) Heena Sidhu
b) Manu Bhaker
c) Mehuli Ghosh
o Surfing- a) Tanvi Jagdish
b) Ishita Malaviya
 Recommended
• Mithali Raj – Cricket Vinesh Phogat – Wrestling
• Ashwini Ponappa – Badminton
• Ankita Raina – Tennis Dipa Karmakar – Gymnastics
• Sharmila Nicollet – Golf
• Ishita Malaviya – Surfing Heena Sidhu – Shooting
• Kamali Moorthy – Skateboarding
• Joshna Chinappa – Squash Aditi Chauhan – Football
• Pinki Rani – Boxing
• Karnam Malleswari – Weightlifting
Mithali Raj - Mithali Raj, the Indian Women’s team skipper is one of the pioneers
of the game. Mithali holds a number international records in the game, placing
herself at the top of the pile among the World’s best athletes.

Ashwini Ponappa - Ashwini Ponappa, the first Indian player to have won a medal
in doubles category in World Championship. Ashwini has been always known for her
rigidity in the game throughout her entire career, to be ranked one of the best in
the world Badminton stage.
Ankita Raina - Perseverance, the gusto which she slays the court with enjoyment
always pays off for her as she is India’s highest-ranked singles player. She has faced
and overcome various impediments in her career since going pro, and the hard work
has paid off putting her on the top of the listing.

Sharmila Nicollet - Sharmila is one of the rising stars in Indian Golf. Sharmila
found her stride on professional golf at a early age becoming the youngest Indian to
qualify for the Ladies European Tour. Apart from being a professional golfer, she
wishes to maximize potential as a person while having a positive impact on society.
Ishita Malaviya - Ishita’s love for the sea and her passion for surfing is
unparalleled as she believes in originality and the endless possibilities of the universe.
As the first women professional surfer of India, she is starting to ride waves, on and off
the shores.

Kamali Moorthy - Kamali Moorthy, child prodigy, is the only skateboarder and surfer in
her crossroads in Tamil Nadu who is aiming to shatter stereotypes and became a
mainstream skateboarder solely due to the love of the sport.

Joshna Chinappa - The Indian Squash Sensation, being the second Indian in history to
make her spot in the world top 10, she has come a long way by gaining momentum
along Dipika Pallikal to make her name known to India and well as in global stage.
Pinki Rani - Setting the tone in the boxing ring with her gloves and mentality is
what she is known for. Pinki is certainly a big encouragement and motivation to the
upcoming generation, as she believes girls need to embrace some sport in their lives to
be strong and embrace the hurdles ahead.

Karnam Malleswari - From being India’s Iron Lady, Karnam Malleshwari went on to
become a Weightlifting legend. Not only she became the first Indian Woman to ever
win an Olympic medal but she set the route for Indian women to win medals in the
global stage by being an example for generations to come.
Vinesh Phogat - Vinesh Phogat known for her attacking style of play following the
glory in the Asian Games as she is now one of the best wrestlers in her weight
category. Vinesh believes in making most of the opportunities and in equal
opportunity for men and women.

Dipa Karmakar - Being India’s first ever Female Gymnast to compete in the
Olympics, Dipa has traveled from the oft-neglected sporting outpost, to the national
consciousness. She received nation’s highest sporting honour, the Rajiv Gandhi Khel
Ratna Award. One with grit, determination and a stubbornness to beat the odds,
makes Dipa stand apart from the crowd.
Heena Sidhu - Not only Heena dreamed, she also believed she could achieve
them. With her strong will power and with the realization that one should find their
own potential, Heena Sidhu went on to be the World No. 1 in Shooting Sport.

Aditi Chauhan - Aditi Chauhan made the whole nation proud when she became the
first player from the national women’s team to play competitively in England. As she
hopes to raise the level even more in the years to come and to make the nation even
more appealing to the global footballing stage.
Gowri Varanashi - Her love for the nature is what sets her apart. When Gowri did
the ‘French-Indian Masala’ climb, it was all about completing a personal goal and
inspiring women climbers in the country. She wants to inspire others to continue to
embrace India’s budding climbing community.

Sinchana Dowda - Sinchana aims to break the stereotype barrier with her surfing
passion as she represented India at the Asian Surfing Championship 2015, being one of
the only 4 women out of the total 20. She hopes to do the same in years to come as
she favours the bold, racking up the all the success like years before.