Mumbai: American Eagle has launched its ‘Great Jeans for Everyone’ campaign in India, spotlighting its denim heritage while elevating Indian talent onto the global stage. Fronted by Bollywood stars Ananya Panday and Lakshya, who join the brand as global ambassadors, the campaign marks a defining milestone in the brand’s India growth journey.
Grounded in effortless style, the campaign showcases American Eagle denim in its most essential form—easy fits and lived-in comfort—mirroring how India’s youth wear and live in their jeans today. The initiative reinforces the brand’s cultural relevance in India while amplifying its global presence.
In a significant global moment, the ‘Great Jeans for Everyone’ campaign was featured on digital billboards in Times Square, New York, placing American Eagle’s India story at one of the world’s most visible cultural destinations. The showcase underscores the brand’s expanding international momentum and the growing influence of Bollywood talent in shaping global fashion narratives.
Speaking about the launch, Yatin Athale, Brand Head, American Eagle India, said, “The ‘Great Jeans for Everyone’ campaign brings to life American Eagle’s core promise – creating denim that fits beautifully, feels great and connects authentically with today’s consumer. Featuring this India-led campaign in Times Square is a significant milestone, reflecting India’s growing importance in our global growth journey. It also reinforces our belief that culturally rooted stories, driven by Indian talent, can travel seamlessly across markets and spark global relevance.”
Sharing her experience, Ananya Panday said, “American Eagle’s denim feels incredibly intuitive — it’s relaxed, comfortable and effortless in a way that reflects how I genuinely like to dress. The campaign celebrates individuality without trying too hard, which is what makes it feel authentic. Being part of a story that starts in India and finds a place on a global platform like Times Square is truly special and reflects how Indian voices are resonating worldwide.”
Lakshya added, “For me, great denim is about ease and honesty, something that fits into real, everyday life without feeling restrictive. American Eagle’s jeans feel lived-in from the first wear, which made the campaign experience very natural. Seeing the campaign move beyond India and be featured globally is a proud moment and speaks to the universality of the brand’s approach to style.”
Campaign Highlights
‘Great Jeans for Everyone’ brings the focus back to what American Eagle does best—creating great-fitting, feel-good jeans. The campaign features Ananya Panday in signature fits including the Ex-Boyfriend and Baggy Wide Leg styles, while Lakshya showcases essential men’s silhouettes such as the Original Bootcut and Baggy Loose, underscoring the versatility at the heart of the brand’s denim portfolio.
The campaign debuted with an exclusive guest-list launch event in Mumbai, followed by a digital-first rollout, strategic brand collaborations and cinema integrations across India. It is also set to roll out across select global markets where Bollywood continues to influence mainstream culture.
The campaign was conceptualised and executed by VaynerMedia, with talent management by Dharma Cornerstone Agency and production led by Citruz Fashion Networks in collaboration with Imran Khatri.
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Credits
Creative Agency: Vayner Media
Talent Management: Dharma Cornerstone Agency
Production: Citruz Fashion Networks & Imran Khatri Production
