Levi's has rolled out a campaign, 'Easy in Levi's' featuring singer and actor Diljit Dosanjh.

The campaign features a film that captures Dosanjh in his element—at soundcheck, effortlessly navigating his world in Levi’s loose fits. The ad conveys the idea that loose fits are more than just clothing; they’re about comfort and freedom. Designed for effortless movement, relaxation, and ease, these jeans let you live life on your own terms.

What we think about it: The campaign’s core message—that loose fits aren’t just about what you wear, but how you feel—is well conveyed. The visuals and storytelling reinforce the idea that these jeans are designed for movement, comfort, and an easygoing lifestyle. With a mix of natural moments and a stylish aesthetic, the ad effectively appeals to a younger, fashion-conscious audience who value both style and comfort. Overall, the ad successfully aligns Levi’s with a sense of effortless cool, and Dosanjh’s presence only adds to its charm.

Amisha Jain, managing director and SVP, South Asia, Middle East and Africa, Levi Strauss & Co., said, "With ‘Easy in Levi’s’, we’re tapping into the growing demand for relaxed and loose silhouettes that marry comfort with style. Diljit Dosanjh brings this vision to life, proving that when you feel good in what you wear, effortless style follows.”