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Lee Ropes in Sara Ali Khan as Its Brand Ambassador in India

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An iconic American denim and casual apparel brand Lee has proudly welcomed Bollywood actress Sara Ali Khan as its brand ambassador. This collaboration marks a significant milestone for Lee as it endeavors to reinforce its position as the go-to denim brand for the fashion-forward youth.

Brand Ambassador of Lee, Sara Ali Khan: Unveiling the ‘Home of the Real Denim’ Campaign

Denim’s Timeless Appeal: Denim, a fashion perennial, takes center stage in Lee’s latest campaign. The brand aims to etch its name as the epitome of genuine denim, emphasizing the enduring charm and style of this timeless fabric.

If it’s not Lee, it’s not Denim: Lee’s campaign banks on a powerful tagline: “If it’s not Lee, it’s not Denim.” The two ad films feature the charismatic Sara Ali Khan, effortlessly making a statement in comfortable types of denim from Lee. The narrative encourages viewers to question their fashion choices, planting a subtle yet compelling seed in their minds to consider Lee for their denim needs.

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The Humorous Touch

Lee’s campaign doesn’t shy away from humor, employing a mix of holistic and self-deprecating elements. Stylish, fun, and modern women take the forefront, creating a relatable and enjoyable atmosphere. Sara Ali Khan, with her authenticity and flair, perfectly embodies the spirit of Lee.

Nitin Chandra’s views

Ace Turtle, the exclusive licensee of Lee in India and other South Asian markets, plays a crucial role in bringing this campaign to life. Commenting on the campaign, Nitin Chhabra, CEO, Ace Turtle, said, “We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India. Sara embodies the spirit of Lee with her authenticity and flair. Lee’s legacy extends to over a century combining the heritage of denim with the contemporary ethos of embracing one’s true self. We are confident that the campaign will help to build on Lee’s brand equity and help us drive more customers to our retail stores and online channels.”

Digital Footprint

The campaign’s first film has already gone live on major social media platforms such as Facebook, Instagram, YouTube, and Google. Additionally, it is available on various OTT platforms, ensuring maximum visibility. This phase will run for a month, with the second film scheduled to be released in January 2024.

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Sara Ali Khan – a Brand Ambassador of Lee shares her excitement:

Sara Ali Khan expresses her excitement about being a part of Lee’s narrative, embracing the brand’s legacy, and fueling a new denim fervor among the youth. For her, it’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time.


As Lee and Sara Ali Khan join forces, the stage is set for a dynamic and stylish journey in the world of denim. The campaign not only positions Lee as a symbol of genuine denim but also establishes a strong bond with the fashion-conscious youth of India. With Sara Ali Khan at the forefront, Lee’s legacy combines a century-old heritage with the contemporary ethos of embracing one’s true self. This collaboration is not just about denim; it’s about making a lasting statement in the ever-evolving landscape of fashion.

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