J. Walter Thompson and MindShare edged McCann-Erickson and Universal McCann off the company's Levi's and Dockers brands.
JWT won the business following a multi-agency shootout that included the incumbent, Ogilvy & Mather, RSK Swamy, BBDO, SSC&B Lintas, FCB-Ulka and Publicis Groupe's Orchard Advertising. The account will be handled out of JWT's Bangalore office. "We needed a fresh perspective," said Sanjay Gangopadhyay, general manager-marketing, Levi-Strauss India. "We followed JWT's appointment with MindShare.This is the first time we have appointed an agency of record."
There was no media pitch.
For the low-rise jeans push, the plan is to promote it as being 'dangerously low'.
"We have always taken the lead in innovation. With the Levi's low-rise jeans, we are propagating the fact that Levi's is always innovative and leader in fashion. We pioneered concepts such as cargo pants and now low-rise jeans'," said Gangopadhyay.