Lee Announces Jacqueline Fernandez as New Brand Ambassador

Marketing | February 23, 2017 | News

Lee Toast Events

Lee Jeans, the legendary denim brand has been synonymous with innovation in the world fashion scene for the last 128 years.  Lee’s history tells a story of constant progress and innovation. Of change. Of standing out over generations. To reiterate the same, in a media only event held at JW Marriott Sahar, Mumbai on February 15, Lee unveiled their new brand ambassador – Jacqueline Fernandez.

Toast Events was given the mandate to conceptualise and manage the event end-to-end. The brief was to make the event fun, casual and entertaining, and introduce Jacqueline to the world in a way that is cool, smart and sexy.

“As this was the first time that Lee was associating with a celebrity in India, we wanted to make it more engaging and educating to the audience. An interactive session that brings to light all aspects of the brand, the ideology, and new brand offerings, through fun and light-hearted conversations which generated good content,” said Nischal, Client Servicing Lead – Bangalore, Toast Events.

Purab Kohli was brought on board as the host for the evening. Brand representatives Sharad Walia, General Manager, Lee India, and Steve Zades, Vice President, VFC were among the guests on stage. Purab engaged with Sharad and Steve, bringing to light Lee’s rich heritage, what is keeping Lee at the forefront of the denim market through its innovation and latest product offering. Lee Jeans also unveiled a game changing product innovation designed for the Indian woman - BODY OPTIX™ denims.

“With BODY OPTIX™ denims, Lee Jeans is revolutionizing the way denims have been envisioned, created and worn in the world! The primary objective of the brand has always been to bring to the end consumer, denims that are comfortable, easy to wear, yet add that certain X factor for the wearer and enhance their denim-wearing experience,” remarked Sharad Walia

Jacqueline Fernandez was unveiled to the media in high spirits as she walked from behind the screen as the LED split. Jacqueline and Purab then got into a candid chat and spoke about Jacqueline’s optimistic spirit, how she has made a mark in the industry coming from a completely different background, and how her personality compliments the brand and their latest campaign #RE/SHAPE YOUR WORLD.

Jacqueline then went impromptu to demonstrate the comfort of the jeans that she was wearing by breaking into a sitting Yoga pose leaving shutterbugs hungry for more pictures.

During the event, Jacqueline commented, “Denims have this soft corner in all our hearts and these pairs are such a great companion of our growing up years. Lee is most definitely a synonym of denim as the brand has been here for over a 128 years because of innovators, ideators and master craftsmen as part of their team,” she further continued, “So there was no second thought, I mean who would think twice before signing up with a global Icon like Lee – at least I wouldn’t!”

Toast Events managed the media-only event that took place on February 15 at JW Marriott Sahar, Mumbai.

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