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Levi’s has announced Punjabi superstar Diljit Dosanjh as its newest brand ambassador, making him the first Punjabi artist to join the brand’s legendary lineup of global music icons. The announcement follows the massive success of the “Lover” singer’s Dil-Luminati tour last year, which saw sold-out arenas and an outpouring of love from fans worldwide.
Dosanjh’s journey from his hometown in Punjab to the world stage is nothing short of remarkable. Known for his voice, strong stage presence, and trendsetting style, the 40-year-old artist has consistently stayed true to his roots while winning hearts globally. Whether headlining international festivals, featuring on music charts, making music with international artists, or starring in acclaimed films, the singer has become a symbol of cultural pride and artistic innovation. Levi’s, a brand synonymous with self-expression and cultural impact, finds in Dosanjh a perfect partner who represents its ethos of authenticity and creativity.
Courtesy of Levi’s
Music has always been central to Levi’s legacy, with the brand supporting iconic artists (such as Beyonce and NewJeans) and movements that have shaped culture over the years. This partnership is deeply rooted in Levi’s connection to music and its ability to inspire self-expression. Diljit, with his global impact on Punjabi music and ability to bridge cultures, is a natural fit for this collaboration. Their shared love for creativity and individuality laid the foundation for this partnership, making it more than just a brand association—it’s a celebration of culture, music, and style.
As Levi’s and Diljit embark on this new journey, it also signals a broader movement of Indian artists making their mark globally. Punjabi music, with its vibrant beats and lyrics, has swooned listeners worldwide, and the “Born to Shine” singer is at the forefront of this wave. This collaboration promises to bring new ideas, bold campaigns, and inspiring messages that relate to audiences everywhere.
Fans can look forward to seeing how Levi’s and Diljit bring their shared vision to life, creating a partnership that goes beyond expectations. This is a union of two icons who celebrate individuality, bridge cultures, and continue to inspire millions through their work.
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