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By Preethi Ravi, Journalist

April 21, 2023 | 2 min read

Demin brand, Lee Jeans has launched a marketing campaign to promote its flagship store in Bengaluru.

The #TheRealDenim campaign, kicked off with a week-long activation which saw men standing around the Bengaluru cricket stadium wearing their boxer shorts and holding placards that said, ‘Won’t be wearing any jeans until the real denim arrives.’

The #BrothersInBoxers activation incorporated 30 men in total at both Indian Premier League matches in Bengaluru and around one of the city's busiest streets at Brigade Road in Bengaluru.

The campaign also invited men participants to discard their old denim on the street of Brigade Road and walk into Lee Jeans store dressed solely in boxers. In exchange, participants received #TheRealDenim from Lee for free.

The campaign, which was created by the integrated marketing agency CupShup, aimed to showcase the authenticity of the Lee’s denim with a cheeky yet fun disruptive campaign.

Lokesh Kataria, chief marketing officer at Lee and Wrangler India, says, "Like the saying goes - a successful campaign begins with a disruptive idea. We not only arrived in slick style, bringing the party to the city with Boxer Boys dotting the busiest streets with slogans about their quest for the real denim, we also witnessed the crowds rally and cheer for the cause."

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