Levi's 501, the oldest product from the Levi's stable, is being relaunched globally with a new campaign called 'Live Unbuttoned'. Bollywood superstar Akshay Kumar is the brand ambassador. Levi's 501 has been in use for the past 118 years across 110 countries.
Before Levi's launched the new campaign, it conducted extensive research, which revealed that today's youth crave for fame and popularity. That's why it decided to invite users to pitch in with their ideas for the 501
range. Users have to log on to the website and submit their ideas. The best one will be used in the final campaign and the user will feature in the campaign alongside Kumar.
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