Lee Cooper looks to connect with young Indians

Reliance Retail’s Lee Cooper denim and casual wear brand has teamed up with Makani Creatives to debut a new campaign. The goal of the brand’s latest “So What” campaign is to broaden its customer base by connecting with Gen Z Indians.

“At Lee Cooper, we believe in the power of self-expression and the freedom to be who you are without an apology,” said Reliance Retail’s head of marketing for fashion and lifestyle Jayesh Sali in a press release.

Digital and social media platforms will be the main means of campaign distribution. According to the brand, Lee Cooper hopes that the campaign will promote discussions about choices, acceptance, and empowerment. The Lee Cooper collection includes striking colours, shapes influenced by streetwear, and young separates, all in keeping with the idea that fashion should be brave.

“In order to emotionally connect with a brand’s audience, brands must capture the authentic tone of voice of their consumers,” said Makani Creatives’ executive creative director Prasad Rao. “With this campaign, our attempt is to connect the brand ethos with the life and mindset of Gen Zs. Our target audience lives with a ‘so what?’ perspective and the campaign reflects their relentless, confident approach towards life,” he further added.