New Delhi — Dollar Lehar has introduced a new summer campaign featuring a science fiction-themed advertisement set in a highway dhaba, aiming to highlight its innerwear as an everyday essential.
The campaign presents a fictional scenario in which a group of friends encounters aliens, creating an initially tense situation that shifts into a humorous narrative. The story incorporates the brand’s vest product as a central element, using wordplay and light-hearted storytelling to emphasize comfort and reliability.
According to the company, the campaign is part of its seasonal push as demand in the innerwear category rises during the summer months. The advertisement was conceptualized by TBWA\Lintas and directed by Uzer Khan.
Vinod Kumar Gupta, Managing Director of Dollar Industries Limited, said the brand’s association with actor Saif Ali Khan has contributed to its growth, citing his appeal among male consumers and alignment with the brand’s positioning.
Mohit Pasricha, Unit Creative Director at TBWA\Lintas, said the concept was developed around a wordplay between “yaan” and “baniyaan,” which shaped the storyline and its sci-fi setting.
The campaign has been released across digital platforms and other media channels, according to the company.
