Dollar Industries has launched a high-decibel summer campaign for its Lehar brand, renewing its partnership with actor Saif Ali Khan to maintain its foothold in India’s competitive mass-market innerwear segment.
The campaign, released on Tuesday at the start of the industry’s peak summer season, uses a science-fiction narrative to market basic cotton vests—a high-volume product category in the subcontinent. Produced by TBWA\Lintas and directed by Uzer Khan, the commercial attempts to differentiate the brand through “humour and wordplay” in a sector traditionally dominated by straightforward functional advertising.
Vinod Kumar Gupta, managing director of Dollar Industries, said the association with Khan has delivered “strong value” and “meaningful growth” for the Kolkata-based firm. The renewal comes as listed innerwear players face increasing pressure from both raw material price volatility and the entry of international brands into the premium segment, forcing domestic leaders to double down on brand recall in the value category.
The campaign’s creative strategy centres on a pun between yaan (spacecraft) and baniyaan (vest), a move designed to capture the attention of younger, male consumers in semi-urban markets. Mohit Pasricha, unit creative director at TBWA\Lintas, noted the objective was to place the product at the centre of a “surprising” narrative to ensure memorability during a crowded media window.
While the company has not disclosed specific marketing spend, the campaign is being deployed across digital and traditional media channels to coincide with the April-to-June sales spike, which typically accounts for a significant portion of annual revenue for Indian hosiery manufacturers.
Watch the film on ETBrandEquity here:
Published On Apr 2, 2026 at 11:10 AM IST
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