MAM
Lee onboards Sara Ali Khan as its brand ambassador in India
Mumbai: Iconic denim brand Lee has announced that it has onboarded Sara Ali Khan as its brand ambassador in India. It has also launched a new brand campaign titled “Lee: Home of the Real Denim” that aims to enhance Lee’s reputation as the preferred denim brand for young audience.
Lee, the legendary denim brand has maintained its strong connect with the millennials and Gen Z. Today, it is synonymous with denim and serves as both a symbol of globalization and a youthful spirit. Ever since 1889, Lee has always stood for its pioneering spirit and innovation, such as the world’s first-ever zip fly jeans – 101Z in 1927, iconic ‘Hair-on-hide’ leather label and ‘Lazy S’ back pocket stitching. The legendary denim brand has thus transformed from a practical-and-durable-workwear maker to a contemporary-and-trendy fashion giant.
Denim never goes out of style and through the two ad films, Lee highlights the narrative “If it’s not Lee, it’s not Denim”. The campaign focuses on holistic and self-deprecating humour with stylish, fun and modern women in the forefront. Sara making an entrance embodying fashion police and donning the ever-so-easy and comfortable denims from Lee makes the audience question their fashion choices and make a mental note to switch over to Lee. Sara, with her magnetic presence, brings the films the required flavour and attitude.
Below is the link to the first film that will go live on Facebook, Instagram, YouTube and Google apart from OTT platforms on 10 December 2023.
The first film will run for a month and the second film will go live in January 2024.
Commenting on the campaign, ace turtle CEO Nitin Chhabra said, “We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India. Sara embodies the spirit of Lee with her authenticity and flair. Lee’s legacy extends to over a century combining the heritage of denim with the contemporary ethos of embracing one’s true self. We are confident that the campaign will help to build on Lee®’s brand equity and help us drive more customers to our retail stores and online channels. We aim to significantly grow Lee’s business in India by the end of the current fiscal year.”
Expressing her excitement, Sara Ali Khan said, “The brand’s rich heritage, coupled with its contemporary edge, resonates with my personal sense of fashion. I am delighted to be part of Lee’s narrative, embracing its legacy and, more importantly, fuelling a new denim fervour among the vibrant and diverse young consumers of India. It’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time.”
ace turtle is the exclusive licensee of Lee in India and other South Asian markets. Lee is currently available at exclusive brand outlets and leading departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro among others. The legendary global denim brand is also available online at its dedicated webstore www.lee.in along with popular online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
