Levi’s India is brining out the Diva in all and sundry with an online movement from digital agency Interact Digital solution.

Also lead by JWT and Madison Media, the Levi’s Diva Rule site has by now record more than 18,000 participants. The campaign for the designer collection by Indian fashion designer Tarun Tahiliani features Bollywood star and diva Priyanka Chopra as representative. Chopra is known for her spur-of-the-moment, deliberately provocative, yet female sensuality.

The Diva collection “is a line of changeless jeans not for the faint hearted, but for a lady who emphasizes on the human being and satisfies the need for adventure, rather than fashion’s latest compulsion,” according to Ashish Bhalla, vice president of global business development at Interact Digital solution.

The interactive site is set in a effective studio and Chopra will be posing for the site-visitors to create their own Diva photo album. Supplementary campaign mechanism includes direct mail and online banner to drive traffic to the site. Aside from introducing the denim line from side to side the gallery feature, professional photo shoots with Chopra can be downloaded for desktop wallpaper usage. The team additional that the campaign was intends to “add a touch of glamour and star power to the equation”.