Campaign SpotlightPress Release

Levi’s celebrates the moments of instincts that turn into memories with ‘For Now, For A Lifetime’

MUMBAI, INDIA — It takes just seven seconds to turn a “yes” into a “no,” before a decision made from instinct gives way to logic, reason, and hesitation. Every experience born from saying “yes” opens something hidden within each of us, unlocking something new – from what moves us, what makes us and even what we can’t stand. Today, the iconic Levi’s® brand launched its campaign “For Now, For A Lifetime” that celebrates these moments and how they go onto be memories that stay with us, and ultimately shape each and every one of us. 

The brand’s “For Now, For A Lifetime” campaign captures what following your instinct looks like. The film, inspired by real-life moments and instances, starts with Deepika Padukone sneaking away from a set, hopping into an auto-rickshaw and disappearing into the night. Her impromptu adventure becoming the thread that ties together characters’ experiences from ordinary to extraordinary moments, capturing a spectrum of emotions from joy, to the rush, laughter, but also the calm and bittersweet. 

In pairing a dark denim shirt and lighter high-loose jeans or a perfectly coordinated, jumpsuit like look, Deepika Padukone brings a fresh and modern take to denim in this new campaign. Anchored by iconic products: timeless, but always on trend blue jeans, the for-all-seasons trucker jacket, and a wide range of much-loved graphic tees.


“The ‘For Now, For A Lifetime’ campaign is an embodiment of what it truly means to Live in Levi’s® and how our product is so deeply woven into our consumers’ lives. This campaign, featuring Deepika Padukone, is a celebration of moments when you can truly be your most authentic self. Enabling this for our consumers is what we strive to do, from how we create our product to how we bring it alive for our consumers,” said Amisha Jain, Senior Vice President abd Managing Director for South Asia-Middle East, Africa and Non-EU markets (SAMEA) at Levi Strauss & Co.

The campaign is a showcase of the brand’s new offerings. Expanded ranges of relaxed and baggy fits for men and women, and over-dyed and colored jeans play into consumers looking to denim as an extension of their self-expression. From cargo pants to chinos, varsity jackets to sweatshirts and pretty blouses for her to statement shirts for him, the Levi’s® brand continues to build on its product legacy and heritage while meeting constantly evolving fashion-conscious consumers with on-trend and relevant products.

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