f Lee, the international apparel brand, has been conspicuous by its absence from television advertising for the last 15 years, its comeback TVC more than makes up for the silence. The international look of this TVC, the storyline, the visuals and music work towards arousing renewed curiosity in the brand.

Kartick Iyer, managing partner of Happy, the agency which created this TVC, says, �Lee, as an apparel brand, has an established heritage the world over. Our objective behind creating this TVC was to re-identify this brand with Indian youngsters. We wanted to conjure a refreshing set of associations to reinforce Lee�s position and leadership in the denim category. Hence, we envisaged the softer and sensual attributes of youth through this commercial.� ... more