Denim brand, Lee Jeans, has launched a campaign under the hashtag, #TheRealDenim, to announce the opening of its flagship store on Bangalore’s bustling Brigade Road in India.

The campaign, created in partnership with integrated marketing solutions firm, CupShup, kicked off with a week-long activation across multiple locations, starting with pre-hype at an RCBUnbox event. The first phase of the campaign used the hashtag, #BrothersInBoxers, and was shot live at the Chinnaswamy stadium. Four young boys stood inside the stadium in their boxers with placards communicating that they ‘Won’t be wearing any jeans until the real denim arrives.’

To counter the competitive brands store, Lee had 30 ‘Boxer Brothers’ placed around Brigade Road, also holding placards. At the time of the launch, all these 30 Boxer Brothers then gathered in front of the competitors store

During the pre-launch phase, the campaign also invited participants to discard their old denim on Brigade Road and walk into Lee Jeans store dressed solely in boxers. In exchange, they received #TheRealDenim from Lee for free. The challenge was met with enthusiastic participation from both local influencers and regular walk-ins.

“Like the saying goesm, a successful campaign begins with a disruptive idea,” said Lokesh Kataria, CMO, Lee and Wrangler, India. “That’s how we executed the launch of the biggest Lee flagship store in Bengaluru, Brigade Rd in March 2023 with CupShup. With their partnership and seamless execution, not only did we arrive 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. Lee – the Real Denim has now found a home in Bengaluru.”