In addition to the contestants, Levi's attracted more than 100,000 unique visitors who stayed more than 10 minutes on the portal and provided 20,000 downloads of images of the models featured in the competition.
"The internet is a relatively new medium, hence it hasn't so far featured as an integral part of our communication mix," said Shyam Sukhramani, senior consumer marketing manager, for Levi Strauss India.
"The success of the Dangerously low campaign on the internet only affirms its importance as a medium of choice to reach our young audience." Levi's has since taken a new step online with its 'Reversibles' push.
India's internet subscriber base hit 3.5 million users in March this year.
