2006 was a big year for India - the local branch of the Levi Strauss company lunched stunning Levi's Diva Jeans advertising campaign. It has been designed to reflect deep changes in Indian society and a new position of Women: "
It is a moment captured out of Diva's life. The shots don't look posed. She is simply lounging about, being Herself, and the camera has captured Her in that self-assured, indulgent, relaxed way. Her confidence comes through all along, almost as if She rules over the world."
Gorgeous Diva Sushmita Sen, the first Indian Miss Universe crowned in 1994, former model and big Bollywood star, was a face of the campaign: "
She is the Diva incarnate... She lords over Bollywood, and has the entire nation in Her thrall. She reigns over a billion hearts, speaks Her mind, and is not afraid to create new rules. She is extremely independent & lives on Her own terms."
Wow! Such campaign is not only selling the new local brand of Jeans, it also glorifies Femininity and Women's independence. It educates the whole society and shows that confident and self-assured Woman can lead and rule!
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