'When I was younger, cool jeans meant a pair of Levi's', said upcoming Bollywood star Deepika Padukone, brand ambassador for Levi Strauss 'Signature' label for a second year running.

'Deepika brings alive the personality of our Signature label.

She is young, confident and has an universal appeal with a great figure', said ATP Ramani, Business Head, Levis Signature.

The Signature label of Levis was launched in August and is primarily aimed at the young college crowd with the price tag of the range starting at Rs 699. It will be available at the company's 23 exclusive and 600 multi-brand stores.

Levi Strauss, founded in 1853 has presence in 160 countries will iconic labels like the Red Tab, Dockers, Skykes and the legendary classic 501 series.

--- UNI