Kolkata: Dollar Industries has collaborated with Bollywood actor Saif Ali Khan as the face of Dollar Lehar.

With Akshay Kumar as the existing brand ambassador for Dollar Bigboss catering to the metro segment, the decision to increase the mass portfolio with a leading Bollywood celebrity is prompted by the growing fashion aspirations across the country’s Tier-2 and Tier 3 cities which strives for stylish yet affordable fashion.

“The lines of distinction between top metros and the rest of India is fast blurring when it comes to making a fashion statement. Increasing disposable incomes coupled with the aspiration to look as stylish as their metronome brethren cuts across Tier 2 & Tier 3 cities. As India’s homegrown innerwear brand, we decided to create a level playing ground for both our premium and economy segment and therefore we needed a communication which would appeal to these new evolving consumer segment who aspire for value-for-money fashion. The first step in that direction was to rope in Mr Saif Ali Khan to add to the style quotient of Dollar Lehar and then have a communication that would reflect his uber-cool persona through a witty plot and a memorable execution in the campaign Mastiki Lehar”, said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited.

The new Ad film conceptualised by Lowe Lintas, Kolkata and directed by Uzer Khan.