Dollar Industries, an Indian hosiery brand, has appointed Bollywood actor Saif Ali Khan as the face of Dollar Lehar, which has a wide range of inner wears like Vest, Brief, Trunk and Panty. The company stated that the price range of Dollar Lehar is economical and one notch below the offerings from Dollar Bigboss.
The new Ad film conceptualised by Lowe Lintas, Kolkata and directed by Uzer Khan is set in the backdrop of Rajasthan and revolves around a bunch of foreign tourists harassing an old guide, who fails to understand their language. Saif comes to the rescue and in a hilarious turn of events teaches the foreign bully a lesson in his own imitable style.
The brand will have a 360-degree advertising campaign across print, electronic, outdoor & online media to promote this new commercial. The campaign is currently live across online and offline platforms.
An official statement from the company read, “With Akshay Kumar as the existing brand ambassador for Dollar Bigboss catering to the metro segment, the decision to increase the mass portfolio with a leading Bollywood celebrity is prompted by the growing fashion aspirations across the country’s Tier-2 and Tier 3 cities which strives for stylish yet affordable fashion.”
“Thelines of distinction between top metros and the rest of India is fast blurring when it comes to making a fashion statement. Increasing disposable incomes coupled with the aspiration to look as stylish as their metronome brethren cuts across Tier 2 & Tier 3 cities. As India’s homegrown innerwear brand, we decided to create a level playing ground for both our premium and economy segment and therefore we needed a communication which would appeal to these new evolving consumer segment who aspire for value-for-money fashion. The first step in that direction was to rope in Saif Ali Khan to add to the style quotient of Dollar Lehar and then have a communication that would reflect his uber-cool persona through a witty plot and a memorable execution in the campaign Mastiki Lehar”, said, Vinod Kumar Gupta, Managing Director, Dollar Industries Limited.
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