Dollar Lehar is launching a new campaign for the summer season that uses humor and a sci-fi theme. As the innerwear category enters its peak season, the brand presents a narrative set in a highway dhaba where a night takes an unexpected turn. With this campaign, Dollar Lehar reinforces its positioning as an everyday essential through this story.
Vinod Kumar Gupta, Managing Director, Dollar Industries Limited said, “Our association with Saif has delivered strong value for the brand. His sharp wit and credibility resonate particularly well with the male audience and that connect has translated into meaningful growth for us. What makes the partnership even more compelling is how naturally his personality aligns with our brand philosophy, making the renewal of this association a very natural step!”
Conceptualized by TBWA\Lintas and directed by ad-film maker Uzer Khan, the new commercial brings a twist to storytelling. The film follows a group of friends who meet aliens, setting the stage for what first appears to be a tense encounter. However, the moment turns playful, revealing Dollar Lehar innerwear.
With wordplay and humor, the reveal of the Dollar Lehar baniyaan (vest) becomes the centerpiece of the narrative, positioning it as an everyday essential. The film captures the brand’s focus on comfort, reliability, and relatability, reminding viewers that companions like a Dollar Lehar vest remain dependable regardless of the situation.
Mohit Pasricha, Unit Creative Director, TBWA\Lintas said, “The idea came from a simple and fun wordplay between ‘yaan’ and ‘baniyaan’. We built a story around that moment, placing it in an unexpected sci-fi situation to make the punchline land in a surprising way. The goal was to create something entertaining and memorable while keeping the brand at the center of the narrative.”
The brand has released the new campaign across its digital platforms and other media channels.
Credits
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Agency: TBWA\Lintas
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Creative: Mohit Pasricha, Sushant Joshi, Aryan Tank, Nidhi Khanna
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Account Management: Indranil Mitra
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Production: 30 Seconds Of Fame
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Director: Uzer Khan
