Leeway, stretch and cool Art student Antima
Nahar went for it because "you could do what you wanted" and the ads "may
not even be shown in Rajasthan", where mum and dad would see the 21-year-old,
unwound. For Nikhil Pradhan from Darjeeling, an undergraduate in economics at St Xavier's
College, it was "the money, man, I needed the bread". For Shivani Patil, 16, a
first year commerce student at Jaihind College, it was "only because it was
Levi's".
The three got picked in Mumbai from 350
college kids for a hard-edged Levi's 995 campaign for jeans -- no mirrors and no makup
artists -- because the global company decided to go local preferring, according to India
marketing head V. Raju, "ordinary people to reach a wider audience".
The novices sell a brand which Tom Cruise and Andre Agassi
once did, epitomsing the rebel attitude. Were there any problems dealing with that? None
at all, chorus the three, except the small matter of the promised free Levi's over and
above their pay. They didn't get the jeans.
Art student Antima
Nahar went for it because "you could do what you wanted" and the ads "may
not even be shown in Rajasthan", where mum and dad would see the 21-year-old,
unwound. For Nikhil Pradhan from Darjeeling, an undergraduate in economics at St Xavier's
College, it was "the money, man, I needed the bread". For Shivani Patil, 16, a
first year commerce student at Jaihind College, it was "only because it was
Levi's".