Wrangler & Lee strike a new chord with musical events

Getting closer to customers today means being present in their cultural spaces, and being integrated with their social ethos. For brands Wrangler and Lee, this entails being part of musical events that resonate with their target audiences.  

Global denim brand Wrangler has just announced an exclusive partnership with Social, positioned as “India's premier urban hangout destination”.As part of the partnership, Wrangler is set to bring a series of co-branded musical events with top local artistes to six major cities across India from October to December 2024, creating an immersive experience for consumers of both brands. 

Speaking about it, Nitin Chhabra, CEO of ace turtle,the exclusive licensee of Wrangler in India, said, "At Wrangler, we always strive to connect with our consumers in new, authentic ways. Partnering with Social was a natural fit, as both brands resonate strongly with India’s youth. This collaboration blends fashion, music, and culture in a way that reflects the energy of our audience and reinforces Wrangler’s iconic status." 

The idea essentially is to bring to boost brand visibility and reinstate the brand narrative to strike a chord with the target audience – combining Wrangler’s adventurous identity and Social’s creative, urban vibe, as ace turtle informs.  Each event will feature co-branded stages, immersive LED displays, and interactive Wrangler-themed activities and other elements reflecting the brand character. Attendees will also have the chance to win gift vouchers and enjoy adventure-themed storyboards designed to further connect them with the brand’s ethos.The company has partnered with Collective Artists Network, to organize the events across Social’s outlets pan India.  

Sharing more insights on how the collaboration helps meet the brand’s business objectives, Agnes Raja George, Business Head, Wrangler in India at ace turtle, says, "Our partnership with SOCIAL represents a strategic move for Wrangler as we aim for over 40% sales growth in FY25. By bringing live music experiences to SOCIAL’s vibrant outlets across India, we’re creating a dynamic platform that aligns with the spirit of adventure and self-expression intrinsic to our brand. This collaboration enables us to deepen awareness and directly engage with young Indian consumers who resonate with Wrangler’s authentic lifestyle. It’s a significant step in expanding our reach and driving affinity and growth, positioning Wrangler strongly for the year ahead." 

The event series will take place across six cities over a span of 1.5 months. It started with Chandigarh SOCIAL on 18th October and will be followed by Saket SOCIAL in Delhi on 27th October. The subsequent events will be held at antiSOCIAL in Mumbai on 16th November, FC Road SOCIAL Pune on 29th November. It will be followed by Koramangala SOCIAL in Bengaluru on 01st December and will conclude at Mindspace SOCIAL in Hyderabad on 14th December.  

Commenting on this collaboration, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt Ltd added, “At SOCIAL, we craft immersive experiences through brand partnerships that bring our communities closer together. Our collaboration with Wrangler fuses music, fashion, and culture in a way that truly resonates with our audience. Together, we’re bringing to life the adventurous spirit and urban creativity both brands stand for.” 

In another development, ace turtle also recently announced brand Lee®‘sexclusive rock tribute tour in collaboration with Hard Rock Café, featuring artist 2Blue. The tour pays tribute to legendary rock bands AC/DC and Guns N' Roses, with 2Blue performing across nine Indian cities. The collaboration aims to merge music and fashion, resonating with young Indian audiences, with the performances celebrating Lee's denim legacy and its connection to the world of music. 

Sharing his thoughts on the collaboration, Jitender Singh, Business Head, Lee in India at ace turtle, says,“We are thrilled to bring Lee’s denim legacy to life through this unique rock tribute tour in collaboration with Hard Rock Café and the incredibly talented 2Blue. This partnership combines the power of iconic rock music with Lee's longstanding connection to self-expression and authenticity, creating an immersive experience that truly resonates with young Indian audiences. As we celebrate legendary bands like AC/DC and Guns N' Roses, we’re also reinforcing Lee’s cultural relevance and deepening our engagement with fans who value style and individuality. Looking forward, we’re excited to build on the success of this collaboration and aim to double our exclusive brand outlets over the next year, continuing Lee’s growth momentum and expanding our reach in India.” 

The tour, which began on October 19th in Bengaluru, will cover cities like Hyderabad, Kolkata, Chennai, Delhi, Chandigarh, and Pune. As part of the event, fans can win free passes through pre-event giveaways, and each event will feature interactive experiences like photo booths and exclusive merchandise. The tour will continue until January 2025, concluding in Pune.