MUMBAI: On the occasion of Levi‘s completing its 15 years in India, the American jeans and casual wear brand has launched the "Change Your World" campaign which aims to reach out to consumers on several levels such as music, art, or symbols of Americana.
 
As part of the campaign, Levi‘s will identify 15 youngsters who will embody the brand‘s personality, and will bring about change in their own way, in their own worlds.

Levi‘s will then support them with grants of Rs 1 lakh each to help turn their Change Your World dream into reality. 
 
Additionally, as part of this initiative, is a parallel effort to bolster the young rock scene in India. The brand plans to identify one promising band who will get a shot at fame and glory, by getting them a Levi‘s produced music video featuring Priyanka Chopra, and a chance to perform a three-city tour. 
 
Said The Levi‘s Brand - India marketing director Shyam Sukhramani, "The ‘Change Your World‘ campaign is truly a marvelous way to mark this milestone in the company‘s history. We owe our success to the army of Levi‘s wearers who choose and wear the brand with a great sense of passion. ‘The Change Your World‘ movement seems like the most appropriate way to give back to them."