As part of its vision to be part of every Indian wardrobe, innerwear majors Dollar Industries Limited, a frontrunner in the hosiery industry, has teamed up with Bollywood heartthrob Saif Ali Khan as the face of Dollar Lehar - the value for money offering within the Dollar portfolio. With Akshay Kumar as the existing brand ambassador for Dollar Bigboss catering to the metro segment, the decision to supplement 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.
To create clear distinction between the two categories, Lowe Lintas Kolkata arrived at a differentiated communication strategy based on the two celebrity personas. Therefore, while Bigboss starring Akshay will continue to focus on new-age maleness, Dollar Lehar focuses on the coolness factor of Saif to create a differentiator.
Vinod Kumar Gupta, Managing Director, Dollar Industries Limited said, “The lines of distinction between top metros and the rest of Bharat are 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 Satara and Puri, Meerut to Palakkad. 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 the evolving consumer in Tier 2 and Tier 3 markets 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.”
The new film directed by the renowned ad filmmaker, 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.
Commenting on the campaign, Sagar Kapoor, Chief Creative Officer- Global Brands, Lowe Lintas said “It was critical that Lehar be differentiated from Bigboss- the premium offering. Not only are the portfolios different but the same holds true for the two celebrity personas who represent the respective brands. Across his various movies Saif comes across as the quintessential Mr. Cool persona livening the world around him with his witty words and jovial actions. We creatively married his personality to the brand name to create a memorable communication. We are confident that the audience will enjoy Saif’s electric on-screen presence and relive the Masti ki Lehar.”
The new commercial has been released on available platforms.