Mumbai, Feb 17: American Eagle spotlights its denim heritage with the launch of its Great Jeans for Everyone campaign in India, fronted by Bollywood stars Ananya Panday and Lakshya, who join the brand as global ambassadors. The campaign marks a defining moment for American Eagle as it deepens its cultural relevance in India while bringing Indian talent to a global stage.
Grounded in effortless style, the campaign presents American Eagle denim in its most essential form; easy fits and lived-in comfort, reflecting how India’s youth wears and lives in their jeans today.
Extending its global presence, the Great Jeans for Everyone campaign has been featured on digital billboards in Times Square, New York, placing American Eagle’s India story at one of the world’s most visible cultural stages. The moment underscores the brand’s growing global momentum and the increasing influence of Bollywood talent in shaping international fashion conversations.
Speaking about the launch, Yatin Athale, Brand Head, American Eagle India, said,
“The ‘Great Jeans for Everyone’ campaign brings to life American Eagle’s core promise – creating denim that fits beautifully, feels great and connects authentically with today’s consumer. Featuring this India-led campaign in Times Square is a significant milestone, reflecting India’s growing importance in our global growth journey. It also reinforces our belief that culturally rooted stories, driven by Indian talent, can travel seamlessly across markets and spark global relevance.”
Sharing her experience, Ananya Panday said,
“American Eagle’s denim feels incredibly intuitive — it’s relaxed, comfortable and effortless in a way that reflects how I genuinely like to dress. The campaign celebrates individuality without trying too hard, which is what makes it feel authentic. Being part of a story that starts in India and finds a place on a global platform like Times Square is truly special and reflects how Indian voices are resonating worldwide.”
Lakshya added,
“For me, great denim is about ease and honesty, something that fits into real, everyday life without feeling restrictive. American Eagle’s jeans feel lived-in from the first wear, which made the campaign experience very natural. Seeing the campaign move beyond India and be featured globally is a proud moment and speaks to the universality of the brand’s approach to style.”
Campaign Highlights
- Great Jeans for Everyone brings the focus back to what American Eagle does best – creating great-fitting, feel-good jeans.
- The campaign features Ananya Panday in signature denim fits including the Ex-Boyfriend and Baggy Wide Leg, while Lakshya wears essential men’s styles such as the Original Bootcut and Baggy Loose, underscoring the versatility and ease at the heart of American Eagle denim.
- The campaign launched with an exclusive guest-list event in Mumbai, followed by a digital-first rollout, strategic brand associations and cinema integrations across India.It will also roll out across select global markets where Bollywood continues to influence popular culture.
The campaign was brought to life by a creative team deeply rooted in youth culture, capturing the confidence, individuality and ease that define today’s generation.
- Creative Agency: Vayner Media
- Talent Management: Dharma Cornerstone Agency
- Production: Citruz Fashion Networks & Imran Khatri Production
