Lee's 'Make History' campaign to bring like minded people together

Lee is extremely busy with its 'Make History' campaign. The campaign began last year in Italy and then spread to various parts of Europe. This year, Lee announced the Asian phase of the campaign.

Apart from India, 'Make History' will also be launched in Malaysia, Indonesia and the Philippines.

The objective of the communication is to create a platform for the brand.

''The purpose of 'Make History' is to build communities and bring like minded people together,'' said Vipul Mathur, head, marketing, VF Arvind Brands, which includes brands such as Lee, Wrangler and Nautica.

Lee introduced the 'Make History' campaign as a place to bring real history and genuine perspectives to the surface. The campaign is aimed at attracting, engaging and sharing dialogue with a community. The contestants have to click a photo, give it a caption and upload it on www.makehistory-ap.com.

The winning entry will be awarded $40,000.