Dollar Industries, a prominent hosiery brand in India, has partnered with Bollywood actor Saif Ali Khan to be the face of Dollar Lehar, the brand’s affordable product segment. This collaboration aims to cater to the growing fashion aspirations of consumers in Tier-2 and Tier-3 cities across India, who seek stylish yet affordable fashion options.
Dollar Lehar offers a wide range of innerwear including vests, briefs, trunks, and panties at economical prices, positioned slightly below the offerings of Dollar Bigboss, another segment of the brand targeted towards the metro audience. These products are available across retail and online stores throughout India.
To promote this new commercial venture, Dollar Industries will launch a comprehensive advertising campaign across various media platforms, including print, electronic, outdoor, and online channels. The campaign is currently active across online and offline platforms.
According to Mr. Vinod Kumar Gupta, the Managing Director of Dollar Industries Limited, the distinction between major cities and other regions in terms of making a fashion statement is rapidly fading.
The increasing disposable incomes and the desire to appear stylish are no longer limited to metro cities, and this trend is observed in Tier-2 and Tier-3 cities as well.
By bringing on board Saif Ali Khan, the brand aims to enhance the style quotient of Dollar Lehar and create a communication strategy that appeals to the evolving consumer segment seeking value-for-money fashion.
The campaign, titled “Mastiki Lehar,” reflects Saif Ali Khan’s cool persona through a witty plot and memorable execution.
