In 2024, Levi’s India joined forces with global Punjabi pop sensation Diljit Dosanjh to launch the Dil-Luminati Tour—a concert series that transformed into a full-scale identity branding campaign. This wasn’t just about fashion—it was about co-creating culture.
Through experiential concerts, viral social media buzz, influencer campaigns, AR-powered try-ons, and fan-styled merchandise, Levi’s redefined how legacy brands connect with today’s youth. This case dives into how Levi’s moved from heritage branding to lifestyle positioning—leveraging digital tools like SEO, SEM, SMM, influencer marketing, omnichannel integration, and fan engagement—to resonate with Gen Z through emotion, authenticity, and shared experiences.
Whether you’re a marketer, educator, or brand strategist, this case reveals how Levi’s didn’t just sell jeans—it sold belonging.